Friends of Favourbrook - Wilfred

Characters like Wilfred Emmanuel-Jones are one in a million. Known as The Black Farmer, Wilfred is a pioneering British entrepreneur and advocate for diversity in farming. Born in Jamaica and raised in Birmingham, he founded The Black Farmer brand, celebrated for premium, gluten-free food. A passionate storyteller, Wilfred champions rural inclusion and inspires with his journey from inner-city roots to countryside success. And on top of all that, he's one of our most cherished customers because he truly embodies what Favourbrook is about - bold individuality and flair!

Wilfred, what have you got planned for New Year’s Eve? Are you throwing a big party or keeping it quiet?
I have to confess, as you get older, you want things to be a bit more chill and quiet. There was a time when you would’ve seen me out with the crowds at Trafalgar Square, but not this year. I much prefer a small, intimate affair now—where we actually dress up. New Year’s Eve is the perfect time for that.

Navy Petersham Newport Jacket

£1,490

Black Hampton Wool Flat Front Dress Trouser

£290

White Poplin Pleated Pintuck Dress Shirt

£180

So dressing up is important for you on New Year’s Eve?
Absolutely! It’s a time to start the new year looking cool and spending time with people you really enjoy. We don’t have enough occasions these days where you can really show off and be a bit of a dandy. I’m all about that—it used to be such a big thing back in the 18th and 19th centuries with the likes of Beau Brummel. Give me the opportunity to be a modern dandy, and I’ll take it.

What do you think about fashion today?
I think men tend to dress down too much these days. That’s what I love about Italians and certain African countries—they know peacocking is something to embrace. What you wear sends a message about how you feel about yourself. My look is an extension of my personality. That’s why I’ve always shopped at Favourbrook. I know I’ll find something unique, beautifully made, and great quality. I’ve bought things 10-15 years ago that I still wear today.

That approach to style must help you avoid trends, right?
Exactly! If you focus on clothes that reflect your personality, you don’t have to worry about trends. You’re never “in” or “out”—it just becomes you. I have no time for fashion victims. For me, quality is always in fashion, and that’s what Favourbrook delivers.

Do people ever notice your style?
Oh, all the time! I was out a couple of weeks ago, and someone stopped me in the street to take a picture. It’s nice to know I’m making an impression.

Do you have any style icons you look up to?
Not really. I like things that stand apart, where someone is happy in their own skin and not trying too hard. I’m more about creating my own look—something that’s mine and no one else’s.

Well you certainly pull it off with aplomb.
Thank you!