Mia Zackrisson, European Head of Marketing for Farah Vintage commented: This partnership with the NME was motivated by the labels music heritage dating back to the 70’s and 80’s, when Farah was seen across the UK music scene as the label of choice amongst the Mods, Casuals and Rocker-billys. The NME is the perfect platform to connect Farah with the music scene and we are proud to be affiliated with an institution, such as the NME.
Farah will not only be involved in the Awards, but will dress the crew and make their apparel available to the artists performing in both the NME Awards Tour - featuring Django Django, Miles Kane, Palma Violets and Peace - and the London NME Awards Shows featuring Hurts, Tribes, The Cribs, Everything Everything, Savages and Tim Burgess to name but a few.
Jamie Fullerton, Features Editor, NME and guest editor of Farah’s Facebook page during the Awards season says: “Farah has always been up there for me in terms of the coolest, most rock and roll clothing line and I'm really looking forward to representing their Facebook page in February”.
To build anticipation of the NME Awards season, Farah Vintage will be launching a competition on 4 February to give 10 lucky fans the opportunity to win tickets to the final NME Tour date on 23 February 2013 at London O2 Academy Brixton.
NME has become a truly unique multi-platform media proposition. Across the magazine, NME.com, NME Radio and the brand’s live events and awards, NME reaches over 1 million music fans every week. NME is the longest published and most respected music weekly in the world.
FARAH was born in 1920 in the US, but it was not until the 1970’s in the UK that it reached the cult status it holds today.
The original FARAH slack made from hopsack canvas became an immediate hit with the youth of Britain: slim cut, sharply tailored and featuring stain resistant technology, the trouser was unlike anything available at the time. Momentum for FARAH grew and in the 1980’s the brand became a must have label amongst fashion savvy hipsters. Including the Mods, Skins, Stickmen and Rocker-Billys.
Seen on the balconies at gigs across the UK music scene, each group interpreted the brand within their own style, building key FARAH items into what became their definitive looks. The clothes came to represent a sense of elitism while generating respect for those who displayed the now famous “FARAH F TAB”.
Today the FARAH label still holds the heritage, quality and vigour it stood for then. A whole new generation of men throughout the world are drawn to the Brand’s history and inspired to discover the distinct look for themselves.
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