Stocking a brand in your store is so last season, and offering online exclusives is only half the battle. Today your shop is barely a brand unless your name's in the collection's title. Or perhaps that's the case anyway, as Urban Outfitters go one up on the rest with their new collaboration with Farah Vintage.
For Spring Summer 13 the two brands have hooked up for an exclusive eight piece collection inspired by Tokyo. Comprising of dotted tees, waxed jackets, swimshorts and a shirt and trousers combo printed with flying fishes, the range sees a variation of colour, texture and product ideal for the ever changing British weather.