Farfetch, the London-based online retailer that helps fashionistas find runway looks from over 300 partner retailers, has launched a men’s site edited by Tony Cook. Cook, formerly of British GQ, will be creating editorial content for the site in the men’s arena. The concept of editorializing to create a cohesive look and feel for merchandise translates into big sales for the retailer. For his launch, Swizz Beatz created a list of best dressed men which included Usher, Byredos Ben Gorham, and Carmello Anthony styled by Cook.
Farfetch has been making headlines across the pond with the recent acquisition of beloved London’s high-fashion boutique, Browns. The family-owned store has been famous for introducing hot new designers since the 1960s. Browns will continue to play that role, albeit in a slightly different way for Farfetch. CEO Jose Neves, has stated it will be “the store of the future,” which would be a good way to describe Farfetch. They will use it as an incubator to test customer tastes and more.
In addition to the new site and store, they also have the second in a three-part series of Assouline books out on August 24th called Farfetch Curates: Design. The book features a highly curated selection of interiors and furniture including a peek inside some very chic residential homes belonging to Linda Dresner; buyer and creative director of Berlin’s Voo Store, Herbert Hofmann; and, Armand Hadida founder of L’Eclaireur boutique. 2015 has been a busy year for Farfetch indeed.
