Robbie Williams' fashion label Farrell has been snapped up by British luxury department store Selfridges after the shop was attracted by the brand's ''heritage look''.
The British high end retailer has become the first luxury department store to purchase the Take That singer's clothing line - which is named after his grandfather, Jack Farrell - after being attracted by its ''clear brand ethos'' and ''heritage look''.
Reece Crisp, Selfridges' men's contemporary buyer, said: ''Farrell has a very clear brand ethos in its focus on a heritage look, which is executed well.
''The inclusion of both casual and more tailored pieces make it a great lifestyle brand. Our contemporary menswear business is growing all the time and we're always on the lookout for collections which offer something different - be that a well-known ambassador, an exclusive collaboration or an emerging label.''
Selfridges is hoping that Robbie's clothing line - which includes cardigans, jackets and jumpers and features a military-inspired twist in its autumn/winter 2013 collection - will achieve similar success as the store has tasted with men and women's outdoor activity and country sport clothing brand Barbour.
Reece added to Vogue.co.uk: ''Our British labels are performing incredibly well this season, Barbour being a great Example, and we're pleased to introduce Farrell which is very much in the same vein.
''The real strength of this collection lies in the outerwear - the coats are especially strong and really well-cut.
''We're expecting great sell-through on the trenches, pea coats and quilted jackets. Three pieces have been designed for us exclusively, including a double-breasted camel overcoat which is my favourite piece from the line.''