By Britney Grover
Felix Favor Parker and his childhood best friend, Marcus Fairfax Fountaine, have known that they wanted to go into business together since they were 15 years old. After a failed first venture—a bouncy castle company—they both went to university and then got jobs in the footwear industry. In 2013 they decided to pursue their dream of working together, this time opting for something upscale and in a very different industry: hand-crafted leather boots under a brand combining their middle names, Fairfax & Favor.
“Fast forward to now and Fairfax & Favor is an established luxury lifestyle company that offers a variety of timeless men’s and women’s fashion pieces, from boots to bags to clothing,” Felix said. “But we’re more than that: We’re a way of life, an experience and the start of your next adventure, whether it be a few steps through town or a thousand miles across the unknown.”
Both Marcus and Felix are lifelong equestrians. “It’s all I’ve known as I’ve grown up, and I simply love it!” Felix said. Fairfax & Favor pieces are heavily influenced by the countryside surrounding their home base in Norfolk, UK, where their office is even based in a 19th-century stable. Fairfax & Favor has grown into a multi-million-pound fashion company worn by celebrities, Olympians and even the British royal family, and is actively pursuing the U.S. market.
Do you ride now?
I love to ride as much as I can, but I have to say that running the business is my priority. As you can imagine, that takes up a large amount of my time, especially now as I’m juggling my time between the U.S. and the UK, where HQ is based. Horses are still a major part of my life; after all, Fairfax & Favor was built on equestrian style, so it will always have a special place in my heart. I’m currently doing the equestrian show circuit with the brand and when I have a few minutes to spare, I love catching a look at the talented riders. Kentucky was a particular highlight!
How did you begin your company?
If we go right back to the start, my godfather sold leather gun slips manufactured in Spain and that was ultimately the lightbulb moment that dominoed into forming the business. Spain was home to some of the most beautiful leather shoes in the world, so in 2013, we found a factory in Spain and flew to Alicante to make a deal.
Just like that, six weeks later, 390 pairs of Fairfax & Favor shoes arrived on our doorstep—which was not quite what we had agreed upon, but we went with it! We stored the shoes in Marcus’ mum’s attic and tried to sell them to family and friends before realizing we didn’t actually know 390 people. That was the cue to our first horse show season in the UK and the start of a new love affair with shows that was the catalyst to the building of the brand—a model we’re now beginning to replicate in the U.S.
What inspired you to create an equestrian fashion company?
Marcus and I always knew we wanted to go into business together, but it all stemmed from a comment his mother made when we were boys. She would tell us that shoes were the first thing a woman looked at, and that really resonated. From then on we knew we wanted to make footwear that was crafted to last and wear well but would also look great to catch eyes!
What part does your company play in the horse world?
We are the official supplier of formal footwear and accessories to the teams at the FEI European Championships in eventing, jumping and dressage. We have a full British Equestrian collection where 10% of all net sales from the belt and tassels, as well as 5% of net sales from the Madeline and Regina, are donated to British Equestrian. It’s really important to us that we support these organizations and causes that align so well with our brand ethos.
The equestrian world in the U.S. is particularly enticing for us. We’re really looking to push our share of that market with nine million horses and a thriving equestrian community. We love seeing riders wearing our products for the jog, or trot-ups here in the UK. It’s so special to see the community loving our brand.
What challenges do you face?
Owning a fashion company is not smooth sailing, but I have to say that our dedicated team makes life considerably easier. No challenge is too big or small and they always work creatively and efficiently, which ensures the cogs keep turning smoothly. It’s been tricky to navigate getting stock across the U.S. as it’s just so much bigger than the UK, but I’ve now hired a huge truck and trailer and we’re away!
What great things have happened because of your business?
We’ve raised over half a million pounds for the Breast Cancer Care Campaign to date thanks to the support from bloggers, celebrities and our loyal customers. It’s making a difference like this that really counts and pushes us to keep going for bigger and better. I also love seeing famous faces in our brand: The late queen’s granddaughter and equestrian icon Zara Phillips is a such fan, and it’s a real pinch-me moment seeing her in our products.
What advice would you give to others considering entering the world of fashion?
I think the main thing is ensuring you’re passionate about what you’re pushing, because ultimately you’ll face barriers and a whole host of challenges along the way but these are so much easier to overcome when you’re backed by passion and a genuine drive to succeed. You must be willing to take a risk and stick at your passion.
What’s the best thing about your life?
Honestly, devoting the last nearly 11 years of my life to building this brand has been the best thing. When I think about where we started, out of an attic, to now having thousands of loyal customers, I feel so proud. I love that I’m able to spend a lot of time in America currently, too; it’s somewhere I haven’t travelled to much before and I am loving exploring!
What’s the best-kept secret about what you do?
I have to say I struggle to keep every collection under wraps because I’m just so excited to release them and see what everyone thinks. If you ask me too many questions, I’ll end up showing you the new collections!
For more information, visit fairfaxandfavor.com or follow @fairfaxandfavor on Instagram
Photos courtesy of Fairfax & Favor
