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Introducing… FFP, a new brand for men


FFP for men

Good news for guys this season as we’ve revealed the launch of FFP, a new and dynamic menswear brand exclusive to Debenhams.

Rough and raw with authentic design details, FFP embraces durability and functionality. British boxers Kevin Mitchell and Frankie Gavin are the faces of the brand, embodying the tough, masculine ethos and performance element which makes the collection genuinely ‘Fit For Purpose.’

The 16-strong FFP team have worked on the brand for 18 months, exploring New York, Tokyo, Paris and London for inspiration. FFP has been strongly influenced by military and industrial garments and relies on fabrics that have proved their worth over time – miners’ workwear denim, mountaineering performance nylons, desert canvas and winter woollens. These are then updated with coatings and washes to suit a modern, urban environment.

FFP for men
The design heritage of the brand includes the world renowned Talon zipper company who searched their archives for zip heads and snaps for the range. The continual reference to factories, tools and hardware resulted in the ‘Fit For Purpose’ name with the ‘sergeant’s rank’ logo introducing a military edge.

Adam Creasey, Director of Debenhams Menswear told us “After previewing the collection, our male customers have already earmarked the navy peacoat, chunky knits and extensive denim as the stalwarts of the range. Boxers Frankie Gavin and Kevin Mitchell encapsulate the hard-edged but wearable nature of FFP. Frankie and Kevin were as natural and confident on the shoot as they are in the ring and have ensured our new launch packs a punch”.

Available online and in selected stores from the end of August. Find out more.

FFP for men

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  • Eric Rutgrink

    I’ve liked what i’ve seen so far and am currently donning a fine wine coloured jumper – love it. And love the simple philosophy too. I’m so unimpressed with most of the flimsy fashion ideas being flirted about in the high street stores. I hope you guys can stay true to the FFP idea – all the best! BTW, where is the design and manufacturing of this brand done?