A 140-year-old family run Exeter business has unexpectedly become a VERY visible part of the latest series of I’m A Celebrity.

Despite being based 180 miles from the castle where it is being filmed, viewers will have to take their hats off for Farmer’s Friend in St Thomas.

Farmer’s Friend on Cowick Street was contacted by the ITV production team around four to six weeks ago to provide the celebrities with their Olney explorer wax broad brim hats.

James Phillips from the county clothing and saddlery store said: “I’ve no idea why they chose us.

Farmers Friend on Cowick Street in Exeter stocked the hats that the celebs have been wearing this year

“We had the stock available and it may be they wanted to support local businesses.

“ITV bought around 15 hats but did not say what they were for.

“It was a strange situation.”

“But two minutes after the opening show of I’m A Celebrity our phones started ringing to say the celebrities were wearing the hats we sold them.

The Farmers Friend in Exeter
The Farmers Friend in Exeter

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“It’s good for us and was a quick in and out sale.

“And since the show started we have sold a few more of the hats too,” said James whose family has run the shop since 1877.

The ITV show is centred on Gwyrch Castle in Abergele North Wales.





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