Farrah Concept Store Launches at Eastland

MELBOURNE, Australia - May 11, 2016 - PRLog -- Almost 70 years since Australian writer A.A. Phillips first coined the term 'Cultural Cringe' international brands are still seen by some as the pinnacle of quality. Fortunately there are a growing number of savvy consumers that recognise some of the best products on the market are now conceived or made by local designers.

With a host of national and international design awards to his name, Tom Farrah is no stranger to walking a fine line with his eponymous brand of men's leather accessories. At its core, Farrah Life Equipment is fundamentally Australian, while the focus for Tom is not on exploiting that fact, but on what being Australian offers him in terms of materials and how they can be utilisied through considered design.

States Tom:

"It's about going back to the material and thinking about how much of the design problem it's capable of solving, which turns out to be far more than we usually think. Each piece has been painstakingly developed to ensure you get the most functionality and longevity out of the materials used."

As a resident of Melbourne's outer Eastern suburbs, Tom was an obvious choice for the team at Eastland's to invite to join the shopping center's new 'The Arcade' concept space. Farrah has brought together a collection of likeminded boutique brands from across Melbourne, showcasing a complimentary selection of luxury men's products.

The Farrah concept store at Eastland is a unique retail space that also doubles as a live product design studio with concepts and research being conducted in store for future products, alongside Tom hand-making his award winning leather wallets and belts on-site.

ABOUT EASTLAND

On Thursday 5th May, Eastland unveil a new galleria over two levels that will be home to 80 brands, and 'The Arcade' - a boutique space dedicated to championing up-and-coming designers, amongst a backdrop of art and cultural experiences. The Arcade is a boutique space dedicated to beautifully crafted accessories including the Farrah concept store. The Arcade will deliver an unrivalled mix of pop up concepts from International brands to local Melbourne labels, bringing consumers an unrivalled retail offering.

ABOUT THE BRANDS­­­

Farrah - Life Equipment

Award winning Tom Farrah makes what he calls "Life Equipment" - items designed for every day life that are made to last a lifetime. Predominantly working with leather, Farrah's work has received such recognition as a Melbourne Design Award for his money clip wallet and most recently, multiple Design Awards in London, Sydney and Melbourne for his stitchless and rivetless 'Kimberly' belt. Working with the finest vegetable tanned cow and kangaroo hides, Farrah products are stunning, functional pieces that are made to weather life's storms and look better as they age.

farrah.com.au

The Field Equipment Company

Utilitarian products can still demonstrate intelligent and striking design. The Field Equipment Company produce contemporary camping equipment of the highest quality made using the best traditional materials such as canvas and stainless steel. Brother company of Farrah design, The Field Equipment Company stocks traditional products such as swags, canvas water bags and barbeques produced with both ingenuity and quality in mind. The Field Equipment Company also stocks some of the finest international camping and outdoor brands including Opinel knives and hand made Taylors pocket knives from the UK.

fieldequipco.com (http://www.fieldequipco.com)

Fortis Green Apparel

There's more to the creation of a luxury dress sock than the general wearer could imagine, but Fortis Green founder Ray Willmoth spent almost a decade in London working in the men's accessories business. With an almost fanatical obsession with perfecting "the ultimate sock" he has spent over a year designing, sampling and testing before recently launching his first collection. Using his international manufacturing connections and vast industry experience, Willmoth has considered every aspect that goes into making a pair of socks, before honing every detail of design, material and construction to create some of the finest men's socks on the market.

fortisgreen.com

Noble by Noble

Noble by Noble was created by Belinda Noble - a former Qantas pilot who's spent years jet-setting around the globe with other high-flyers. While sharing the cockpit with her male counterparts, Belinda developed a great appreciation for the world of high-end boy's toys and gentlemen's accessories. Belinda went on to work for luxury fashion brands in London and Paris before coming home to Australia to start Noble by Noble  - her own men's high-quality underwear brand that combines fine cottons, flexible fit, and an exclusive look reserved for men of class. Noble by Noble is the perfect match for the modern-day gentleman.

noblebynoble.com

Orbitkey

Melbourne industrial designer Charles Ng developed Orbitkey to solve his frustration with jingling keys. Orbitkey has created an elegant design solution - aiming to inspire simplicity and change the way people interact with this everyday object.

Following a successful Kickstarter campaign in late 2013, this personal project has quickly grown into an internationally renowned start-up success story.

orbitkey.com (http://www.orbitkey.com.au)