In november 2011 stelde Robbie Burberry design director Ben Dickens aan als hoofd van design. De naam en de stijl van de collectie is te danken aan Robbie's grootvader Jack Farrell. Hij was de inspiratiebron voor de gehele collectie.
Robbie bedankte iedereen in een persverklaring en liet weten: "The support of the men's press and retailers internationally since we started has been incredible and I want to thank them. I have also been fortunate to have had the opportunity to work with the talented Ben Dickens and will miss creating and working with and wish him every luck for the future."