10 QUESTIONS WITH PETER SANT, BRAND MANAGER OF BRITISH LABEL, FARLOWS
1.) How long have you been with Farlows and what’s it like working for such a prestigious brand?
I’ve worked at the Farlows house for 5 years, it’s a fantastic house to work for due to its geography - we hold a great location in Pall Mall - the reverence it is regarded in, and the fact that it’s proudly held its Royal Warrant.
2.) What was your inspiration for the new AW19 collection?
My main inspiration was to continue working with British makers to keep an authentic, classic feel to the collection, using natural fibres and performance makers, such as tweeds, waxes, lodens and wools. It’s so rewarding to see that modern technology can be used in a fundamentally traditional garment and remain within the etiquette of British shooting.
3.) What are the main fabrics and colours schemes that you use throughout the collection and what were the reasons behind using these?
The new collection is abundant with tweed - this season’s new cloth brings in great moorland tones with burnt oranges and muted mustards for womenswear that work well in classic gun club settings. For men, the tweed tends to be very elegant, muted and tonal, so the collection as a whole is very British in style and quietly elegant.
4.) Who is the collection specifically aimed towards?
The collection has been created in and around the shooting world. For the regular shooter; performance in the field is paramount, which is what is reflected in the whole collection. Having said that, a lot of the garments can be worn in any wardrobe – many have both a town and country appeal as much as they fit in with shooting world. There is a lot of crossover within the collection, as the pieces are so versatile they can be tailored to any occasion.
5.) If you could describe the collection in three words what would they be?
Uncompromising, crafted and British.
6.) What made you decide to design and manufacture the collection in Britain?
With the house of Farlows being as established as it is, I think the collection deserves to represent the Royal Warrant it holds in the most uncompromising manner. Making the collection in Britain means we can utilise British craftmanship and materials, ultimately giving clients and customers a sense of real authenticity, provenance and a consistent, trustworthy quality across the collection.
7.) If you had to pick, what would be your favourite piece from the collection?
My favourite would be the Fieldcoat as it represents everything about Farlows. It’s beautifully made, beautifully finished and works beautifully in all weather conditions; it’s for sure the greatest ambassador for Farlows.
8.) What features make the collection perfect for the great outdoors and to compete with the unpredictable British weather?
The greatest feature is the collections functionality and hardiness – every piece is designed to be elegant and to work to keep you warm and dry. For example, the Field Coat contains a drop liner that’s breathable and waterproof; it has a classic look garment that sits comfortably in the tradition of shooting, but behaves like a modern garment.
9.) When can we be expecting to see this new collection and where?
In store and online, as of now!
10.) How do you keep the collections fresh and new each year?
We’re constantly looking backwards, studying archives and previous photographs of how our people have been shooting for the last century - these traditions influence the garment details and finishing. Essentially, I’m looking backwards to look forwards, crafting classic garments with modern technological performance.
To find out more and to shop the collections online, please visit https://www.farlows.co.uk/
Flagship store: Farlows, 9 Pall Mall, St. James's, London SW1Y 5NP
