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Primark Revives Robbie Williams’ Farrell Label

Pop rocker Robbie Williams is making a comeback—not with a new album—but with the relaunch of his Farrell clothing range, which will be sold exclusively at Primark.

Founded by the British singer in 2011, the men’s label aimed to deliver “Savile Row quality,” but the brand ceased operations one year ago when it voluntarily filed for bankruptcy. Farrell was sold by the likes of Selfridges, House of Fraser and Coin.

With the help of British entrepreneur Peter Jones and the sartorial instinct of former Burberry design director Ben Dickens, Williams is reviving the line, which is inspired by his late grandfather Jack Farrell’s gentleman-meets-boxer roots. Farrell’s love for the sport is translated in textured sweatshirts and T-shirts emblazoned with his name. Button-down polo shirts, tweed jackets, double-breasted pea coats and tailored, slim leg jeans round out the sharp collection, which retails for about $13 for T-shirts to $81 for coats.

Ben Smith, Primark director of menswear, said, “We’ve absolutely loved working with the Farrell brand. The product looks superb, fastidious detail, amazing value and has remained true to its origin.” He added, “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.”