Debenhams poised too launch new menswear brand FFP

Tying in with the predicted return of the utility-led streetwear which defined the end of the 1990s, Debenhams is launching FFP, Fit For Purpose.
The collection's handwriting has echoes of both Maharishi and Boxfresh with sport-tinged pieces set against a largely grey backdrop with pops of bright colour. Resin-coated jeans sit alongside, drawstring jerseys and outerwear with a polyurethane coating.
FFP will launch into 65 stores for autumn 2010, with the potential of its distribution growing to 100 for spring 2011.