Jul 26, 2014

Watsonville's 'Real Women' Inspire Lingerie Designer

Farr West, a luxury lingerie line sold at Bloomingdale's, is created in a small shop on Anna Street.

Seated at the table of a small workroom is a young blonde dressed in a T-shirt and shorts. It’s casual Friday at the Farr West headquarters in Watsonville with Amanda Farr, the granddaughter of Farr West founders Jack and Iris Farr.

Farr West was founded in 1968 and is still going strong over 40 years later. Farr West was started in Palo Alto, but the family later moved their small business to Anna Street in Watsonville, where they’ve remained to this day. Jack and Iris’ youngest daughter had gone off to college and it was time to relocate. Watsonville was chosen as the destination because of the company’s work and history with the Colshire plant more popularly known as the “pajama factory.”

Not only is Watsonville merely a home for Farr West, it also serves as inspiration for Farr West’s many designs. Farr West’s number one inspiration, however, comes from the everyday woman. The brand strives for a look that’s both feminine and versatile.

“We want the woman to put it on in the morning and feel great—feel elegant and chic,” Amanda said.

Farr West produces full slips, half slips, pettipants, camisoles and sleepwear in basic and plus sizes.

When asked about her job position at Farr West, Amanda says that she’s the sales and marketing coordinator. But she elaborates to explain that it’s not unusual for her to do a little of everything because of the limited staff working at the lingerie company.

Farr West also pushes their focus on real women with real bodies. A recent advertisement for the new Silk Savannah Chemise, a striking red leopard print, features a full figured woman that stands apart from the thin, long-legged supermodels often seen in lingerie ads.

Because Farr West is about the real woman, the company is also about real expectations. Amanda expresses the importance to “accentuate your own body” and finding lingerie that “fits you as opposed to trying to fit it,” like the many shapewear products out on the market.

The company's products are sold at Bloomingdale's, Lord & Taylor, Nordstrom and more than 250 women's lingerie specialty stores nationwide.

Farr West strives to create lingerie with classic lines and classic styles with a modern twist.

“Our style is never gonna go out of style,” Amanda said.

A quality, timeless piece can forever remain in a woman’s wardrobe. Farr West isn’t about squeezing into anything or pushing anything up. Farr West has nothing to hide. The company’s goal is to produce lingerie that enhances a woman’s shape while smoothing out the lines of her clothing and making her feel confident.

Editor's note: This is one in a series about unique Watsonville businesses. Read more here.

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