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Fat Face is a UK based lifestyle retailer of clothing and accessories. The company was originally founded in the year 1988, by only two men, Jules Leaver a business graduate and Tim Slade a former policeman. As a way to finance their passion for skiing, they would buy T-shirts from wholesalers and then have designs printed on them that were specific to a French ski resort call Meribel, where they enjoyed the sport themselves. Working from the humble beginnings of their campervan, they would then sell these trendy and fashionable T-shirts to other skiers on the resort. Having realised the potential of this niche market, they then went on to other ski resorts and did the same thing, printing and selling ski related T-shirts and other outdoor related clothes, and this is the only thing they did to fund their travels, for the most part, ‘living the dream’ so to speak.
It was the partners sense of spontaneity, fun and adventure that allowed the business to develop from only selling T-shirt to skiers in a resort, to what they are today, which is a multinational retail brand that is the favourite choice of dress for many a fashion connoisseur, and trendy type. There clothing can be described as stylish and modern and for every member of the family. Whether it be for relaxing and chilling out, for work or play, Fat Face have got the right clothing for you. This clothing is not only very fashionable, its also made with great thought, with the customer in mind, with unique detailing and to the highest standards and quality. The company have a passion for sustainability and making clothing whilst treading lightly as they go.
In 1992, they opened their first retail outlet in the borough of Fulham in London, England, which they named Fat Face, and the label was truly born. Fat Face was named after a ski slope called Face de Bellevarde, in Val-d’lsere. The shop possessed a simple and trendy, cutting edge style, which proved to be highly attractive to the locals, and word soon spread, attracting customers form further afield. In fact, the shop proved to so successful and popular, that in 1993, only a year later, Fat Face launched their first catalogue. As it rolled hot off the press, the brand was able to spread much further and they were able to broaden their customer base and the legendary label that was the talk of the ski-resorts around Europe, started to show the potential to become the global brand that it is today. In the year 1997, an executive decision to expand in to clothing for woman and kids came to fruition. The range of clothing were rolled and proved to be a great success, as the wives, girlfriends and children of Fat Face’s trendy customers were now also able to share in this wonderful fashion sense and don the cool label and awesome designs.
In the year 2000, Lusty Glaze in Cornwall, became the location for awesome and truly legendary surf nights. These amazing events quickly became the stuff of surfing legend and attracted crews of super cool people from many a place near and far. These nights served to spread the Fat Face mentality of enjoying life and having a great time, while looking and dressing in an appropriately chilled back fashion. People who were lucky enough to attend these events, particularly in the early days, really can say that they were part of something very special, and there’s no doubt that conversations are still had to this day, whilst sat round camp fires, on beaches during hot summer nights, about the amazing times that they had.
Just after the turn of the millennium, in the year 2001, Fat Face joined the digital revolution, and the web site went live on the internet. This was a pivotal moment in the history of this brand. Imagine you were a backpacker, in a far-flung part of The Earth, an amazing beach on an island in the middle of the Atlantic Ocean, and you get talking to a cool surfer from Cornwall in the UK. You ask him where he got his T-shirt and he tells you he bought it from a really awesome shop in Fulham, London, England called Fat Face. This person goes back to his home, on California beach let’s say, and tells his surfer mates about this really cool T-shirt that this English dude was wearing. Suddenly, word spread that you can buy these excellent clothes on a website, on the internet. It is situations like this, which made the brand go from humble beginnings into a world class label.
In 2012, the beautiful designs of the Cassie Cami, Poppy Popover and Serena Dress were launched, and surfer chicks everywhere could look elegantly pretty and trendy at the same time.
Fat Face went on to win the Retail Week Store Design of the Year award in 2013 and the EPOS Initiative of the Year which was a sure sign that the brand was turning into a corporation worthy of something special.
A US website was launched in the year 2015, and the Americans were able to feel ever so closer to that elusive brand, which was once just talked about on ski slopes and around beach camp fires. One year went by very quickly and in 2016 the first US store was opened, and quite a day it was. In 2017 the Copper and Black range was launched and Fat Face also teamed up with the festival known as Camp Bestival, selling a delightful range of T-shirt themed on festival lifestyles. The year 2018 saw the opening of the amazingly modern Distribution Centre and the label started to work with the renowned artist Peter Bezuijen and with the Natural History Museum on two collaborations which are creating a storm in the fashion world.