The Bite Magazine - Spring/Summer 2021 - Issue 29

A Slice of Summer bitemen F atFace’s story began in 1988 with two friends enjoying life on the slopes in the French Alps and desperately trying to avoid working for a living. As their money started running out, they de- vised a plan to print some sweatshirts and t-shirts, sell them at night and ski during the day. With this simple formula, FatFace was born with its name in- spired by their favourite black mountain run, La Face in Val d’Isère. For the last 25 years, the brand has the same entrepreneurial spirit that remains at the heart of the business. Today, the multi-channel retailer has over 200 stores, an award-winning store design and a fast-growing e-commerce website. “While we will always stay true to our heritage, we also continue to pursue new growth opportunities. From new stores to interna- tional expansion, we’re constantly exploring ways to give more people better access to the FatFace brand, all the while retaining our passion for delivering a fantastic product and service experience that is loved by all our customers.” In 2013, FatFace won the Retail Week Store Design of the Year and Retail Week EPOS Initiative of the Year awards. The following year, they agreed to their in- ternational strategy and launched the US-dedicated website in 2015. The first US store opened in 2016, and the lease on a new 80,000 square foot Distribu- tion Centre was exchanged. In 2017, they took occu- pancy of the new Distribution Centre, signed whole- sale agreements with Amazon and Next and won a licensing award. In 2018, the Distribution Centre officially opened. A new omnichannel strategy was agreed upon, fol- lowed by a set target of 10 store openings in the US, and the first overseas department store concession opened. In 2019, FatFace opened their 20th US store in Marblehead, Massachusetts and in 2020, they raised over £11,000 for the Prince’s Trust with their crew taking part in the Palace to Palace fundraiser across the country. For SS21, FatFace has created a selection of casual tops for men, such as the Utility Twill Shirt in Char- coal, Chambray, Navy, Khaki, Orange or Yellow. The workwear-inspired short sleeve shirt in a classic fit with twin patch pockets on the chest is made from softly textured cotton twill and is perfect for casual days or warm evenings out. “Layer it with a tee for the ultimate laid-back look or button it up and go smart. It is also garment-dyed, so you can expect an authentic look as the colours fade over years to come.” The super-soft, comfortable fit and relaxed Winford Stripe T-Shirt in Light Green is the perfect addition to a summer wardrobe. With a bold contrast stripe pattern across the chest, men can make a statement with this simple and easy-to-wear outfit. Slub Hen- ley T-Shirt in Watermelon, Cornflower, Navy, Light Grey or White is a classic style with split sides and tortoiseshell buttons that no ward- robe is complete without. “We’ve made ours with super-soft cotton slub for a textured finish that feels as good as it looks.” Palm Stripe T-Shirt in Grey Marl or Ecru is super-soft with a chest print- ed graphic stripe and pocket to add an extra touch of detail. “It’s comfort- able, relaxed and ready for adven- ture.” Another striped garment is the Painted Stripe T-Shirt in Asparagus, made from super-soft and breathable cotton. “This contrast painted stripe t-shirt will keep you looking great and feeling comfortable all day long. Layer [it] under one of our short- sleeved shirts for extra holiday vibes.” The interesting Life Is Out There Crew Neck Sweat in Fern Green fea- tures heritage graphics on the front and back. The stretch cuffs and hem, lock out the cold while ensuring a great fit, and its crew neckline makes it perfect for layering. Indigo Stripe Pique Polo with a chest pocket and split sides is soft yet durable, com- fortable and easy to layer, making it FatFace