Primark to sell Robbie Williams menswear range in 15 stores

Robbie Williams' fashion endeavors will be getting a second chance within the safe confinements of value retailer Primark, as Williams' former menswear brand Farrell is being revived, just in time for Christmas in a partnership with the Irish value retailer.

“I’m delighted that Farrell has been invited into Primark,” said Williams about the launch of the new collection, “What a great collaboration – let’s have it!” 15 selected Primark stores across the UK and Europe will offer Farrell's new 30 piece collection, which features shirts, knitwear, denim as well as outerwear from Thursday, 20 November onwards.

Primark stores in Bristol, Essex, Lakeside, Liverpool, London, Manchester, Newcastle as well as Dublin will carry the collection within the UK, whilst across the channel stores in Marseille, Berlin, Cologne, Dresden, Eindhoven, Lisbon and Madrid will offer Farrell's return collection. Retail prices for the collection will range from 8 pounds for a plain or striped t-shirt, to 45 pounds for a double breasted pea coat.

“We’ve absolutely loved working with the Farrell brand. The product looks superb, fastidious detail, amazing value and has remained true to its origin,” commented Primark director of menswear Ben Smith. “Not only have we ensured the product is amazing but the whole concept from quality through to design and store environment have all played a massive part in ensuring we deliver a first class exclusive range to the Primark customer.”

The menswear label, first launched by Williams in 2011, declared bankruptcy and ceased trading last October, only to be pulled from administration in a six figure deal with Peter Jones, from Dragon's Den. Named after Williams' grandfather, Jack Farrell, who was known in his home town of Stoke-on-Trent for his keen sense of style, the brand embodied timeless British design and strived to offer quality clothing items such as polo shirts, pea coats and tweed jackets for the everyman.

Farrell was previously sold in department stores Selfridges and House of Fraser, and its first collection designs were overseen by Burberry’s former artistic director, Ben Dickens.