Online retailer Farfetch has partnered with New Guards Group to announce the creation of its own brand, There Was One. The brand will be based on a line of comfortable basic wardrobe items – for example, a soft turtleneck sweater, white shirt, trench coat, jeans, jackets and other classic silhouettes with a modern twist. According to the principles of sustainable development, the brand’s garments will be made from certified materials, and the delivery will be carried out using the minimum amount of recyclable packaging to avoid overproduction.
“There Was One is what many are now looking for: fashionable garments that are sustainable and lasting for years to come,” says Holly Rogers, Brand Director at Farfetch. – Of course, our customers love fashion and current trends. But we all know that the basis of a unique style is interesting combinations of familiar things that will appeal to you. ”
The brand’s first women’s collection and advertising campaign was launched by editor and curator Penny Martin, as well as stylists Karen Binns, Ellie Grace Cumming and Emily Kare and others. There Was One plans to launch a men’s clothing line in the future.