Robbie Williams Launches Fashion Line "Farrell"

Robbie Williams launches new fashion line named Farrell, after the singer's grandfather, aimed at men who like 'a bit of snap in their clothing.'

It is fast becoming cliché that a thirty-something pop star must follow up a successful music career with one in fashion. This September, Robbie Williams will launch his own range of mid-priced clothing, joining the likes of Liam Gallagher and Victoria Beckham, who also began their music careers in the 1990s and have since sidestepped into the world of fashion.

The range, named Farrell, is not designed by Williams, but a spokesperson insisted that every piece in the collection must have "the nod" from the star. "He is integrally involved and regularly comes to meetings."

Named after the singer's grandfather Jack Farrell, the label is aimed at men who like "a bit of snap in their clothing", according to a statement from Williams's team. The line features several coats, including a Crombie, a country-style quilted jacket, a dinner jacket, a cable-knit cardigan and, rather predictably, a flat cap.

Unlike Gallagher's Pretty Green label – based on Mod-style parkas and desert boots – the collection is not an exact copy of Williams's wardrobe, leaving the brand slightly more open to including new trends. According to a spokesperson, the intention is to walk the sartorial line between dapper and cheeky chappie – or put another way, "the fusion between casual and formal. It is based on how Robbie wears his clothes."

Privately, some commentators have been critical about the price points: "The coats felt a little bit cheap for the price of around £300," said one stylist who did not wish to be named. But despite this, the label has been well received by the majority of the menswear fashion corps.

"I would totally wear it. I am from the same generation and I grew up liking the same things – pop music, football and clobber," said Alex Bilmes, editor of Esquire magazine. "Robbie follows fashion in subtle ways like the rest of us, he's got his ankles out now and his jackets are a bit boxier than they were a few years ago."

Williams' spokesperson admitted it was a strategy decision not to name the brand after the Take That star himself. "The name would make some people want to rip it off the hangers immediately and it would make other people want to walk away," he admitted.

The collection is aimed at men between the ages of 20 and 50, although the cut on many of the jackets looks like it would most appeal to late thirty-something men. It will sell in House of Fraser department stores in the fall.

"There are only a handful of British men who appeal to other men of that generation: Robbie, Liam, Beckham and Daniel Craig," Bilmes said. "Robbie is not a polarizing person. If you asked most men whether they would have a coffee with him, play football or go round to his house, they would all say yes."