ImagesMagUK_August_2021

www.images-magazine.com AUGUST 2021 images 37 IS BRAND PROFILE Sum up Front Row & Co in 2021 in one sentence Great-looking leisurewear, thoughtfully created through experience. What are Front Row’s origins? Front Row was set up by Lea Sportswear in 1991, a year that saw the second- ever Rugby World Cup. There was a real buzz and great demand for supporters’ rugby shirts as well as rugby shirts to wear on the playing field, from local rugby club level to schools. Traditional cotton rugby shirts were still worn as ‘active sportswear’ – polyester fabrics did not come into play until much later down the line – and supporters have remained true to the traditional cotton styles, even in the present day. What was the first-ever Front Row style? The FR001 Long Sleeved Original Rugby Shirt. It marked the brand as the pioneer of rugby styles in the world of the garment decoration and resale, and is still in the range today! When did Henbury acquire Front Row? Henbury acquired Front Row in 2009, seeing an opportunity to add to our portfolio of brands. Howmany Front Row styles have been brought to market to date? Over 100 styles have been adopted into the range over the years. What is the bestselling style in the brand’s history? On sale for 30 years, the FR001, made in heavyweight 300gsm cotton jersey, is the bestselling style through the brand’s history. The next bestselling style is the FR100 Long Sleeved Plain Rugby Shirt, in the lighter weight 270gsm [fabric] which was introduced in 2010 and soon gained the crown of the brand’s top seller! Heritage-led fashion It’s been 30 years since Front Row & Co drop-kicked its rugby shirts firmly onto the wholesale scene. Brand manager Elaine Fyfe reveals some little-known facts about the heritage brand, and discusses its journey from traditional rugby shirts to tag-free, retail-ready fashion styles How has the brand evolved? While rugby shirts make up around half of the sales in the range and are still popular in this market, the brand has also appealed to other sectors, including nautical and equestrian, with products that have been designed with these markets in mind. Around 10 years ago, business grew with colleges and universities. The former House Colours range was introduced to cater to this market base, with a range of bold, contrast-coloured polos and rugby shirts that were tag-free for easy rebranding. The tag-free styles were also retail-ready and so were picked up by independent stores and alternative fashion brands looking to offer quality heritage and retro-inspired products. Today, all production is tag-free. Which new or recently introduced style epitomises Front Row in 2021? It’s tough to choose between the FR006 Panelled Quarter Zip and FR135 Breton Striped T as these styles speak to both our heritage and fashion customers. The broad panel through the body and sleeves of the FR006 offers a great space for decoration, while our Breton Striped Ts nod to the nautical customer base and a transitional ‘trend’ that really never goes out of style. What is Front Row’s most innovative product development ever? We salute the FR001 Original Rugby Shirt once again. A garment that transitioned from activewear to leisurewear and is still popular after three decades in a fast-paced, ever-changing world. Which individuals have been most influential in Front Row’s success? There’s perhaps more that can be said about the non-literal ‘& Co’ in the brand name... From the brand’s origins to how it has evolved through the decades is really credit to a community of people; each brand manager has driven Front Row & Co forward, listening to invaluable customer feedback and adapting to the needs of the market. What has been the single biggest challenge over the past 30 years? Appealing to a wider audience has been challenging. We have been successful in focusing our marketing towards specific key markets and, although the range has evolved, offering more retail- ready products, some customers have a pre-conception of Front Row as solely a rugby brand, or suited more towards equestrian and nautical. In reality, there’s a range of really well-made, easy-to- wear clothes. We’re keen to encourage everyone to take a fresh look! What has been the brand’s proudest achievement? Reaching 30 years in our industry is a defining moment for the brand. Trends come and go; brands fall in and out of favour. We’ve shown we can stand the test of time and we’re really proud of that. What are your plans for 2022? We will continue to re-instil the brand’s ethos of quality garments and heritage- led fashion. We have a select few new products in development that we are excited to bring to Front Row & Co. Tell us something about Front Row that will genuinely surprise people. The core rugby shirts have been made at the same factory for the past 30 years! Developing strong, long-term partnerships with our suppliers is fundamental to us – both in terms of ensuring high-level manufacturing and in meeting our social responsibility and company’s ethical standards. www.frontrowclothing.co.uk The Breton Ts echo the brand’s move into heritage-led fashion The first Front Row & Co picture in 2009, when Henbury acquired the brand