Robbie Williams hits the right note and launches Farrell fashion at a fair price Ben Dickens, formerly design director at Burberry, and model Jai Stevens. Ben Dickens, formerly design director at Burberry (right), and model Jai Stevens. Robbie Williams has launched his fashion label Farrell from afar, not quite making to Australia. Getty Source: Getty Images IF you fancy your own bit of pop star style, then Robbie Williams reckons he's the man for you. The British singer is the latest musician to make a foray into fashion, with his new label Farrell. But sensibly, he's enlisted a pro to help him bring it to life. Ben Dickens, ex-design director at Burberry, has partnered with Williams to create a premium menswear label at an accessible price point. Named after Williams' grandfather, Jack Farrell, the collection features classic cuts that are built to last. "When Robbie described what his aim was with the brand, it struck a chord with me," Dickens said. What he wanted to do was create clothes his friends back home, who are electricians and carpenters, could afford. He wanted it to be as good a quality as the things he has access to. It's quality menswear with style that everybody can afford. The label, which launched last week and is stocked at David Jones, has short-sleeved polo shirts for $130, long-sleeved shirts for $180 and trousers from $225. Dickens believes the styles will resonate with Aussie men. "The starting point is a very British aesthetic but because it's classic in its styling it translates globally," he said. Pieces such as single-breasted jackets and a great trench coat have an inherent simplicity. We reference a lot of things from the past. Things used to be made really well, with care and were built to last. Dickens said it was a true collaboration, with both men having equal say: "There's often a lot of scepticism when it comes to celebrity lines but Robbie wanted to start this. It's his money and he wants it to work. He has strong ideas of what he wants but also great respect for what I bring. During his five years at Burberry, Dickens worked across all three lines - Prorsum, London and Brit. "Working with the team there and Christopher Bailey taught me how to build a global luxury brand," he said. He described Farrell as accessible luxury: "Rob and I from working class backgrounds and there's nothing better than going down to the pub, seeing a guy look great and knowing you helped him do that."