Frere’s Fashion Brand Upgrades Tech Bro Style
What do Tim Cook, Jay Z, and Fred Ehrsam (co-founder of Coinbase) all have in common? They are all fans of Frère, a bespoke ready-to-wear clothing brand that has been making waves in the tech world.
A New Era in Luxury Fashion
Launched just three months ago in March, Frère is opening its first store in New York’s SoHo neighborhood. The brand is known for its high-end suits, but it also sells more casual items like $3,490 wool knit tracksuits and cashmere overcoats for a staggering $5,990.
The Tech Look Evolves
Frère’s success can be attributed to its ability to blend classic tailoring with contemporary elements. Leaders in the tech world are looking for a subtle yet sophisticated style that sets them apart from the crowd. Frère delivers just that.
"Frère blends classic tailoring with contemporary elements, allowing leaders in the world of tech and beyond to stand out subtly in environments where understated style often speaks the loudest," says Davidson Petit-Frère, co-founder and creative director of the brand.
The Story Behind Frère
Frère was founded by Petit-Frère and François Kress, a seasoned executive with a background in luxury fashion. Kress served as president of Fendi in North and South America before becoming CEO and managing director of Bulgari in North and America and president and CEO of Prada Group for the U.S.
Petit-Frère, on the other hand, worked in luxury real estate before entering the world of fashion through internships. He later launched his own clothing brand, Musika Frère, which specialized in bespoke suits. His clients included Beyoncé and Stephen Curry.
The Founders’ Vision
When Kress and Petit-Frère met, they shared a vision for what menswear should be: "A balance of innovation, artistry, and cultural relevance," says Petit-Frère. For Kress, it’s about focusing on timeless elegance and exceptional craftsmanship.
"We’re not just selling clothes; we’re creating an experience," adds Kress. "Our beautiful products need to be experienced firsthand, not just through a screen."
Investors Take Note
Frère has already caught the attention of several high-profile investors, including Jay Z. The rapper and entrepreneur has invested in several fashion brands, but this is his first foray into luxury menswear.
"Jay Z’s investment is a testament to our brand’s potential," says Petit-Frère. "We’re thrilled to have him on board as we continue to innovate and push the boundaries of men’s fashion."
The Future of Luxury Fashion
Frère’s success is a sign that consumers are looking for more than just affordable, fast-fashion options. They want quality, craftsmanship, and a sense of exclusivity.
As Kress says, "Luxury is not just about spending money; it’s about investing in timeless pieces that will last a lifetime."
