Former Farah Brand Director Mark McCann launches new streetwear brand Experiment

A new direct-to-consumer streetwear brand called Experiment has just launched, founded by Mark McCann, who left his role as Brand Director of Farah at Perry Ellis Europe in 2023 after 15 years at the company.

Experiment blends workwear functionality with refined military details and aims to create limited runs of unique garments that stand the test of time.

Rejecting mass market fabrics and opting for premium materials, the brand is also incorporating surplus and remnant fabrics to minimise waste, reinforcing its philosophy that clothing should be treasured, not discarded. Experiment’s tagline is: “Made to be worn. Never thrown”.

McCann, who was also Co-Founder of Brand Progression sales agency, where he spent 10 years from 1998 to 2008, as well as Co-Founder of the old To Be Confirmed trade show, said: “I left Farah over a year ago, as I felt I needed to do something different. I have been doing various consultancy projects, but the wish was to launch something myself. This is my brainchild, but supported by a partner as well as industry specialists in delivering this outcome.”

The first season’s collection for AW24 sees exploded ‘EXPT’ boxed logo graphics on heavyweight t-shirts and sweatshirts, with shirts and overshirts in relaxed fits, as well as a military-inspired gilet with two-way zip.

McCann commented: “We want people to experience better quality at more accessible prices within the premium sector. We appreciate we are not cheap, but we know we stand up on quality, manufacture, application and price versus many of the so called established players.

“We don’t believe in shortcuts. Our focus is on producing menswear that people not only want to wear but feel proud to own. We aim for our pieces to catch the eye and create a sense of intrigue – something that stands out from the mass market.”