Friday, 13 August 2010

New men´s label launching into
Debenhams this September

This season sees the launch of FFP (Fit For Purpose), a new menswear brand exclusive to Debenhams. FFP embraces durability and functionality. British boxers Kevin Mitchell and Frankie Gavin are the faces of the brand, embodying the masculine ethos and performance element of the label. The debut collection comprises 76 fashion pieces with 23 accessories ranging from £10.00 to £120.00 in price. FFP is influenced by military and industrial garments and relies on renowned hard-wearing fabrics, for example; miners’ workwear denim, mountaineering performance nylons, desert canvas and winter woollens. Denim is key and is available in a range of styles and shades. Relaxed fit Cromford Dust jeans, straight leg Wool Stone Blast and raw denim Boulton Dry styles are designer look denim at exceptional value. Contrast stitching, worn-in washes and selvage denim give an authentic utility look. Colours are predominantly muted; a palette of charcoal, black, navy and khaki. A navy Italian wool double breasted coat provides a counterpoint to crease-look jeans. Knitwear is heavyweight with zip details, chunky with shawl collar shape or slim fitting military ribbed. All shirts are 100% cotton and come in a choice of three finishes - regular, light peach and paper touch. Accessories reinforce the brand values of the garments, with vintage-look leather boots, the key FFP footwear. Named Castro, Fidel and Che, these workmen boots feature toe-cap detail, lace front and an authentic worn-in look. Military style rucksacks and holdalls compliment the collection. FFP will launch late August in 70 Debenhams stores nationwide and, and will roll out to another 30 branches of Debenhams in January.