Farah Europe is about to launch the largest bus advertising campaign in the company's history in a bid to increase its brand share within the men's trouser market.

From 1 September, more than 800 buses will carry the Farah brand along prime routes in major UK cities, including Birmingham, Glasgow, Sheffield, Manchester, Newcastle and Liverpool.

Ben Muis, head of product development at Farah Manufacturing (UK) Ltd, the European division of Tropical Sportswear International Inc, told just-style.com: "We have managed to double our business over the last four years by providing retailers with a mix of branded products that matches our consumer profile.

"Now that we have reached this point we have put a strategy of 'profitable growth' into place which includes increasing our levels of support to our retail customers as well as generating an increase in overall consumer awareness."

Farah already claims more than half of all Great Britain's manufacturer branded men's formal trousers now carry its famous orange tab.

"We have trialled bus campaigns and other forms of advertising and found that our retailers are seeing the best results with campaigns of this kind," adds Ben.