BRAND TO WATCH

Childhood friends Marcus Fairfax Fountaine and Felix Favor Parker decided at the age of 15 that they would go into business together.

Using their middle names, the Fairfax & Favor brand was born, based in the glorious Norfolk countryside where the boys hail from. Their first venture was to launch a bouncy castle company, but they eventually decided to improve their business acumen with further study, Marcus at Manchester University and Felix at the Royal Agricultural University in Cirencester.

After graduation the friends embarked on a job that would allow them to cut their teeth in the footwear industry, but it wasn’t long before the ambitious pair felt the time was right to give the Fairfax & Favor brand another chance and, in 2013, they decided to go it alone with a line of hand-crafted leather boots.

With their final wage packet they booked two flights to Spain to visit a footwear factory where they asked the proprietor to make them 400 pairs of beautiful handmade boots. Six weeks before the stock was due to arrive, they booked their first show, the local Holkham Country Fair. The event was a success and they sold enough to pay for their next show, which in turn paid for the next, and so it went on.

Three years on, Fairfax & Favor is now a multi-channel shopping destination, with a multi-million-pound turnover – quite an achievement for the founders and old friends who are still in their twenties. The brand visits over 40 shows a year across the UK and Europe with their pop-up shop and the collections are distributed through over 60 wholesale accounts. The flagship Fairfax & Favor showroom is based in King’s Lynn, Norfolk.

The collections now cater for both men and women and are reflective of the brand’s country roots while broadening the field of inspiration to produce footwear, luggage and accessories designed to move effortlessly from town to country. Blurring the line between smart and casual to create an all-encompassing lifestyle collection, Fairfax & Favor makes footwear and accessories of the finest quality that are crafted to last.

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Fairfax & Favor’s approach is uniquely modern. The pop-up shop visits all the most prestigious events in the UK, from Badminton and Burghley International Horse Trials, to Polo in the Park, The Game Fair, Olympia International Horse Show, Cheltenham Gold Cup Festival and, in 2016, they also set up stall at two equestrian events in Germany. With a combined social media following of 90,000, the friends have appeared in many magazines including Country & Town House, The Field, Country Life, The Telegraph, Tatler and The Lady to name but a few. In 2016 Fairfax & Favor created a special-edition leather tassel for their Regina boots in collaboration with Breast Cancer Care with all proceeds donated to the charity, raising over £14,500.

Still a deeply personal venture, the brand reflects the founders’ personalities. ‘We are a young and vibrant label,’ say Marcus and Felix, ‘as we have evolved, we have been sure to remain strongly connected to our core values as a British-born lifestyle brand. The Fairfax & Favor personality is synonymous with us; we endeavour to combine fun, humour and the type of style that depicts sartorial elegance without looking like you’ve tried.’

Felix and Marcus are ambitious and innovative in their approach, and constantly strive to break down barriers in the market to achieve excellence in their product lines. Their ambition is to be as successful in a metropolitan setting as they are in a rural one and, given the dedication to quality, craftsmanship and style over fickle fashion, Fairfax & Favor is the perfect brand in which to step from town to country.

FAIRFAX & FAVOR  NARFORD HALL, KING’S LYNN, NORFOLK PE32 1JA   +44 (0)1760 338199


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