F&F, the clothing division of Tesco, has been a prominent name in affordable fashion since its inception in 2001. Originally launched as Florence & Fred, the brand quickly became synonymous with accessible style for the everyday consumer, offering a wide range of menswear, womenswear, and childrenswear. Its roots can be traced back to Tesco’s existing clothing line, but F&F soon carved out its own identity, starting within Tesco’s supermarkets across the UK and Ireland. The brand’s initial success within these stores laid the groundwork for its eventual expansion, as it began to develop a strong following for its combination of affordability, quality, and style.

By the early 2010s, F&F had grown beyond the confines of Tesco’s supermarkets, opening its own standalone stores, with the first one launching in London. This period marked a significant chapter in the brand’s history, as it expanded its reach both within the UK and internationally, setting up shop in various countries and establishing a robust online presence. However, the journey wasn’t without its twists. In 2016, F&F’s UK website was absorbed into Tesco Direct, only for that platform to close in 2018. This left F&F without a dedicated online store in the UK until it found a new home with Next PLC in 2019, ensuring that the brand’s loyal customer base could continue to access its products online.

Today, F&F is more than just a supermarket clothing brand; it’s a global fashion entity sold in over 2,100 stores across 26 countries. Despite its evolution, F&F has stayed true to its core mission of offering stylish, affordable fashion that caters to a broad audience. Its partnership with Next PLC and a scaled-down version of its online presence on Tesco.com are testaments to the brand’s adaptability and enduring appeal. As F&F continues to evolve, it remains a key player in the fast-fashion industry, balancing its heritage with modern trends and consumer demands.

Y2K F&F TV Commercial

How to tell if F&F is vintage from the logo

F&F is a well-known brand, often recognized for its simple yet iconic logo design. Determining if an F&F item is vintage can often be done by examining the specific details of the logo used on the product. Below, we’ll explore the F&F logo used in the era from 2001 to the present, providing key details to help identify vintage items.

2001 to now F&F logo

• The F&F logo from 2001 to the present is characterized by a clean and minimalist design.
• The logo features the letters “F&F” in a bold, sans-serif font, enclosed within a rectangular border.
• The ampersand “&” is distinct, with a slight curve, providing a modern and sleek appearance.
• The overall design is balanced, with equal spacing between the letters and the border.
• This logo has been consistently used since 2001, making it a reliable identifier for determining if an item is from this era.

2001 to now F&F logo

How to tell if F&F is vintage from the tags

The F&F brand has evolved over the years, reflecting shifts in style, production locations, and branding elements. Starting from its roots as “Florence & Fred,” the brand has modernized its image while retaining its recognizable logo. The following sections describe the key features of F&F tags across different eras, helping you to identify vintage pieces from the brand.

Having trouble identifying vintage tags or labels? Upload a picture on our vintage tag identification page, and we’ll assist you!

2000s vintage F&F tags

• The early 2000s tags often feature the “F&F” logo in bold, serif fonts, typically in white on black tags.
• Tags from this era may include additional text like “Florence & Fred,” highlighting the brand’s original full name.
• Made in various countries, including Bangladesh, with the country of origin typically noted below the brand logo.
• Simple and clean design, often with size information displayed prominently next to the brand name.

2000s F&F tags

2010s vintage F&F tags

• In the 2010s, F&F tags show a more modern and streamlined design, usually in black with white text.
• The tags often include the country of origin, like Bangladesh, Sri Lanka, or Pakistan, placed either beside or beneath the logo.
• Some tags from this period include additional design elements like a heart or a specific line, such as “Nightwear” or “Menswear.”
• There is a broader variety in tag designs during this era, reflecting the brand’s expansion into different lines of clothing.
• The logo remains central, but the overall design of the tags has become more diverse, with some incorporating decorative stitching or colored fonts.

2010s F&F tags