Special Report
Great looking leisurewear Thoughtfully created through 30 years of experience
The original leisurewear brand – adapted, reimagined and redefined for today’s fast-changing market – Front Row & Co. celebrates its 30th anniversary this year. Here, brand manager, Elaine Fyfe, looks back at what made Front Row the iconic brand it is today and the secret to standing the test of time.
S
oon after the first Rugby World Cup was held, a gap in the market was identified for plain rugby shirts for players and supporters alike. This prompted the launch of the Front Row leisurewear brand in 1991.
The original FR001 Rugby Shirt is the product that launched Front Row 30 years ago, marking the brand as the pioneer of rugby styles in the world of the garment decoration and resale, and is still in the range today.
We came into the picture in 2009 when Henbury adopted Front Row & Co. into its portfolio of brands.
Heritage-led fashion
The influence of heritage-led fashion on the high street led to an increased popularity of Front Row among colleges, universities, clubs and societies. Therefore, Front Row & Co. decided to rebrand to the signature crested logo and we fondly refer to this time as the brand’s college years! In 2014, demand for easily rebrandable garments emerged which prompted the successful introduction of the House Colours range. A collection of tag-free colour co-ordinated leisure clothing, expanding the brand further into the equestrian and varsity market while still nodding to the heritage aspects. Keeping up with the times, we recognised that our crested logo started to lose impact on digital outputs as technology advanced. It graduated into something cleaner and more modern in 2016 – the logo which you might be more familiar with today.
Change in direction
This change in direction also helped to open up the brand to a wider market. Ultimately, our core strength lies in producing premium rebrandable leisurewear, no matter the
www.printwearandpromotion.co.uk
The FR1 spread within the Front Row & Co. 2005 Buyers Guide
Introduction of the House Colours Range within Front Row & Co.’s 2014 (top) and 2015 (bottom) brochure
April 2021 | 63 |
Front Row & Co.’s 2021 photography has adopted a cleaner look for a more universal audience
sector, so we always encourage customers to take a fresh look at the brand, as our styles are so versatile.
Cleaner photography is allowing us to showcase the styles themselves, and our continual developments of retail-ready products is also helping us to engage with a more universal audience. We’ve seen new business with independent fashion brands, while retaining our loyal base among the more traditional sectors.
From the FR006 Panelled Quarter Zip combining our rugby legacy with the
oversized fashion trend, to the FR640/ FR840/ FR841 Striped Cuffed collection offering trendy varsity vibes – there’s a wide offer of styles ready to wear and decorate; with a rising 80% of the range now produced Tag Free for easier rebranding.
Designed for teams, clubs, and workplaces; for the carefree and those with a youthful spirit. Front Row is now a blend of retro favourites and fashion-forward pieces. In the coming year you will see the terms Front Row Heritage and Front Row Fashion more often to help our customers differentiate within the product offer. Clothes are made to be worn. Ours are made to last. From the very start in 1991, we have pride ourselves in the consistency of the quality of our garments with no compromise. We have strong partnerships with the highest standard of manufacturers around the world so you can trust us to deliver every single time. We continue to stay ahead of the curve and continue to evolve with the direction of the market while staying true to ourselves and our origins – that’s what makes the brand iconic, unique and original, and what helped Front Row & Co. to stand the test of time. Watch this space, it’s 2021 and this is Front Row and Co.
Page 1 |
Page 2 |
Page 3 |
Page 4 |
Page 5 |
Page 6 |
Page 7 |
Page 8 |
Page 9 |
Page 10 |
Page 11 |
Page 12 |
Page 13 |
Page 14 |
Page 15 |
Page 16 |
Page 17 |
Page 18 |
Page 19 |
Page 20 |
Page 21 |
Page 22 |
Page 23 |
Page 24 |
Page 25 |
Page 26 |
Page 27 |
Page 28 |
Page 29 |
Page 30 |
Page 31 |
Page 32 |
Page 33 |
Page 34 |
Page 35 |
Page 36 |
Page 37 |
Page 38 |
Page 39 |
Page 40 |
Page 41 |
Page 42 |
Page 43 |
Page 44 |
Page 45 |
Page 46 |
Page 47 |
Page 48 |
Page 49 |
Page 50 |
Page 51 |
Page 52 |
Page 53 |
Page 54 |
Page 55 |
Page 56 |
Page 57 |
Page 58 |
Page 59 |
Page 60 |
Page 61 |
Page 62 |
Page 63 |
Page 64 |
Page 65 |
Page 66 |
Page 67 |
Page 68 |
Page 69 |
Page 70 |
Page 71 |
Page 72 |
Page 73 |
Page 74 |
Page 75 |
Page 76 |
Page 77 |
Page 78
