What do Tim Cook, Jay-Z, and Fred Asum (co-founder of Coinbase) have in common?
That could be their interest in Frère, a bespoke ready-to-wear brand that's making a name for itself throughout the tech world. The brand, which launched in March, will open its first store in New York's SoHo district. Frères is known for its suits, but it also sells items like a $3,490 wool knit tracksuit and a $5,990 cashmere overcoat. It's a luxury. A quiet luxury, as kids might call it on TikTok. It's that subtle high-tech look that the CEO wears in neutrals that cost about $1,000.
“Frères blends classic tailoring with contemporary elements, allowing leaders in the world of technology and beyond to subtly stand out in an environment where understated style is often the most assertive. ,” Davidson Petit-Frères, the brand's co-founder and creative director, told TechCrunch. .
The brand was founded by Petit Frères and François Cress, with the latter serving as CEO. Mr. Kress served as president of Fendi in North and South America, before becoming CEO and managing director of Bvlgari in the Americas, and president and CEO of the Prada Group in Petit Frères in the United States, while before entering the world of brands. I worked in luxury real estate. He first entered the world of fashion through an internship and then by launching his own clothing brand, Musica Frères, specializing in made-to-measure suits.
He dressed Beyoncé and Stephen Curry before coming up with the idea to make it bigger and better. After years working in the luxury sector, Cress and Petit Frères met and the two thought about the past, present and future of menswear. “A balance of innovation, artistry and cultural relevance,” Petit-Frères said.
Mr. Cress added. “We seized the opportunity to reinvent the menswear story by focusing on what will never go out of style: beautiful tailoring, timeless elegance and exceptional craftsmanship,” he says. I did.
Frère store in Soho, New York, by Davidson Petit-Frère and François Kress, www.frereny.com. Image credit: Frères
The average “tech bro” style hasn't changed much since it became a meme decades ago. They are known for wearing Patagonia vests, hoodies, jeans, sneakers, and T-shirts emblazoned with the startup's logo. Style is just a little bit more unique — Mark Zuckerberg and Jeff Bezos stole the headlines last year by adding color and gold chains to their classic tech buddy looks, but sophistication doesn't mean No, for the most part, the core of this style is the same. It has itself changed over the decades as technology players have become increasingly powerful. Shoes were smoother and T-shirts fit better. The material has also improved. They wear Loro Piana, Brunello Cucinelli, and Common Project. Now, Frere is throwing himself into the vortex.
Kress said the journey was fast and “exhilarating.” The company is still in the process of raising a seed round of funding. The brand's current lead investor is angel investor Robert Nelsen, co-founder and managing director of ARCH Venture Partners, known for investing in biotech companies. He invested in the company as an angel investor, alongside other big names in finance, technology and fashion, including New Mountain Capital's Robert Hamwee.
“They make simple, great suits,” Nelsen told TechCrunch. “Frères combines timeless craftsmanship with a fresh perspective, and that's what sets us apart. For those in the tech industry, it's a style that feels both personal and professional. , it's about having a style that reflects who you are and where you're going.”
The brand used the funds raised so far to hire a team to design a ready-to-wear collection.
“We combine elements of Haitian heritage with the luxury and sophistication that characterizes the brand,” Petit-Frères said.
The company also used the funds to help launch a boutique in Soho. Interestingly, Frères doesn't have an e-commerce presence yet, but plans to launch one later this month. Kress said the physical location helps immerse customers in the brand's story, and designing the flagship store was one of the first tasks the pair set out to complete.
The luxury fashion industry is notoriously slow to adopt digital commerce, and in-person shopping remains one of the true ways to handle its products. This makes sense when testing clothing materials, quality, and fit. It's not easy to go to the store and buy something. Besides all the cashmere, having clothes that look and feel good are the true definition of luxury.
“Beautiful products like ours need to be experienced in person, not just through a screen,” Kress added.