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Frère, New York store in SoHo by Davidson Petit-Frère and François Kress, www.frereny.com.Image Credits:Frère
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What do Tim Cook , Jay Z , and Fred Ehrsam ( co - founder of Coinbase ) all have in uncouth ?
That would be their interest inFrère , a bespoke quick - to - get into article of clothing sword that has appeal name calling all over the tech world . The brand , which only launched in March , is open its first store in New York ’s SoHo neighborhood . Frère is lie with for its suits but also sells item like $ 3,490 woollen pucker tracksuits and cashmere overcoats for $ 5,990 . It ’s sumptuousness . Quiet opulence , as the tike might call it on TikTok . It ’s that subtle tech look that sees CEO wearing neutrals that cost around $ 1,000 .
“ Frère conflate classic tailoring with present-day elements , earmark leadership in the world of technical school and beyond to stand out subtly in environs where understated style often talk the loudest , ” Davidson Petit - Frère , Colorado - founder and originative manager of the make , recount TechCrunch .
The brand was founded by Petit - Frère and François Kress , the latter of whom serves as CEO . Kress attend to as chairwoman of Fendi in North and South America before becoming CEO and managing director of Bulgari in North and South America and president and CEO of Prada Group for the U.S. Petit - Frère , meanwhile , crop in luxury real estatebefore entering the world of style , first through internship and then by launchinghis own clothingbrand , Musika Frère , which specialized in bespoke suits .
He dressed Beyoncé and Stephen Curry before get the idea to go bigger and better . After age of work in the luxury sector , Kress and Petit - Frère met and the two chew over what the past , present , and future of menswear should be . “ A symmetricalness of foundation , artistry , and cultural relevancy , ” Petit - Frère said .
Kress added to that . “ We saw an opportunity to reshape the menswear narration by concentrate on what will never go out of manner : beautiful tailoring , timeless elegance , and exceptional workmanship , ” he enjoin .
The expressive style of the average “ technical school bro ” has n’t changed much since it became a meme decades ago . Theyare recognise for wearingPatagonia waistcoat , hoodies , denim , stool pigeon , and a T - shirt with their startup ’s logotype on it . Style is only slightly individualized — Mark ZuckerbergandJeff Bezoshave master headlines this retiring year for adding color and gold range of mountains to their classic tech bro looking , but for the most part , the core of this stylus is the same , even as it has refined itself over the ten as tech masses become more and more powerful . The place have become sleeker , the T - shirts more fitted ; thematerial is better too . They are wearing Loro Piana , Brunello Cucinelli , and Common Projects . Now Frère is project itself into the loop .
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Kress said the journey has been fast and “ exhilarating . ” The caller is still in the unconscious process of leaven a seed round . The brand ’s current lead investor is Robert Nelsen , an angel investor who is also the co - founder and managing director ofARCH Venture Partners , known for his investment in biotech companies . He invested in the fellowship as an angel investor , alongside other name in finance , tech , and way , such as Robert Hamwee of New Mountain Capital and rap top executive Jay Z.
“ They make a helluva suit , unvarnished and simple-minded , ” Nelsen told TechCrunch . “ Frère blend timeless craft with a brisk perspective , and that ’s what create it stand out . For folks in tech , it ’s about give style that feels personal but still professional , something that reflect who you are and where you ’re going . ”
The brand used the money it has raised so far to hire a team and plan its ready - to - wear collection .
“ We combine elements of my Haitian inheritance with the luxury and sophistication that defines the brand , ” Petit - Frère noted .
The company also used the money to help with its dress shop launch in SoHo . Interestingly enough , Frère has yet to have an e - Department of Commerce mien , though it plans to launch that later this month . Kress said a physical localisation help immerse customers in the blade ’s story and designing a flagship shop was one of the first tasks the duo sought to complete .
Luxury style was notoriously slow to hug digital commerce , and in - person shopping remains one of the true ways to engage with their products . That make good sense when it comes to testing material , quality , and the tantrum of dress . Going in - store for some is no frill ; having clothes that one looks and feels good in is the unfeigned definition of luxury — in gain to , well , all the cashmere .
“ Beautiful product like ours postulate to be know at first hand , not just through a projection screen , ” Kress added .
This piece was updated to supply Jay Z as an investor .
