30 Years of Front Row & Co.
The original leisurewear brand – adapted, re-imagined and re-defined for today’s fast-changing market – Front Row & Co. celebrates its 30th anniversary this year.
Great looking leisurewear. Thoughtfully created through 30 years of experience.
Soon 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 re-sale, and is still in the range today.
We came into the picture in 2009 when Henbury Ltd. adopted Front Row & Co. into its portfolio of brands.
The influence of heritage-led fashion on the high street led to an increased popularity of Front Row amongst 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 rebrand-able 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 whilst 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.
This change in direction also helped to open up the brand to a wider market. Ultimately, our core strength lies in producing premium rebrand-able leisurewear, no matter the 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 amongst 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 re-branding.
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 prided 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.
