LONDON — Farah has opened its first Soho store just in time for summer, on the heels of the brand’s spring 2023 collection release.

The gathering was inspired by the 1978 cult classic reggae film “Rockers” in addition to Canadian photographer Beth Lesser, who captured the dance hall scenes and styles throughout the ’70s and ’80s in Kingston, Jamaica.

The brand new store’s minimalist decor of pale wood and steel racks allows the clothing to take center stage, corresponding to a linen button-down shirt in a reworked military camouflage pattern featuring soft shades of cream, green, pink and blue.

Farah previously partnered with Bianca Saunders for her spring 2022 collection, leading to a lineup influenced by Althea & Donna’s 1978 song “Uptown Top Rating,” as well by Saunders’ old family photographs. 

A second collaboration is on its way, set to be presented on June 21 during Paris Fashion Week.

“We’ve done one collaboration previously with Bianca. It just happened naturally; we decided this was the time to proceed that relationship,” said Mia Zackrisson, global head of promoting at Farah.

Zackrisson also teased future projects in motion.

“We wish to our heritage with a give attention to trousers. Farah was the unique trouser company, and we wish to spotlight that category and launch with ‘The Original Trouser Company’ tag line within the near future, adding to our whole lifestyle offering,” she said.

Founded in Texas in 1920, Farah moved to the U.K. within the ’70s, where it was quickly adopted by Mods, Rude Boys and other fixtures of London’s ’70s subculture scenes.