APRIL FOOLS

Real life has been an obsession of mine since I launched FRAHM in 2018, as I recovered from a nervous breakdown, at my lowest.

Our motto became 'Tough Beautiful' to reflect that real life is up & down, and to spurn the unrealistic manufactured marketing sheen of men's brands.

Well, I'm jealous.

I am sick of real. Paying the bills. Waiting for the kettle to boil. Endlessly clearing up after my disgusting children. It's all so dull.

Borrrrring. It's over.

Welcome to Hyperreal FRAHM. We are Slick Fantastical.

What could be realer than the realest real that hyperreal could reveal?

Our jackets and content are now created by AI. Each morning, if I can be bothered to wake up or think, I tap a few prompts into my mobile, and go back to sleep.

I'm fully embracing the freedom from 'authenticity' - unvarnished personal passion pieces from the heart. I'm done with photoshoots with my friends, and years of jacket design R&D.

Our customer service team have been outsourced to bots. I got a management bot to get an HR bot to tell them about the service bots.

It will all be perfect. AI can't foresee anything going wrong. I believe it.

Below, a sneak peek at our new AI designed range. Even better than the real thing.

Bye then, I'm going back to bed.

FounderBot

SHOP THE LAST REAL JACKETS

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PURE PANDA WOOL GREAT COAT

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FOX FUR LINED ASBESTOS PARKA

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TALONPROOF DOG HERDING JACKET

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FAUX LEATHER GORILLA MISAPPROPRIATION BOMBER

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LUNAR BRITPOP PIG FARMING PARKA

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URBAN SWAN WRANGLING OVERSHIRT

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DOMESTICATED MEERKAT COLLECTORS TUX

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SALMON SKIN SUBMERSION SUIT

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SHOP REAL JACKETS, IF YOU MUST

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APRIL FOOLS!

Bet you never guessed. I kept it subtle.

Below, a bit of behind the scenes. I'll share more on our social media. They're too good (bad) not to share.

That was, to be fair, an absolute joy. I hope it raised a smile.

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REAL LIFE

Still real. Still what you see is what you get. Still humans only.

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NEW LOGO

I asked it to remove the grey background. Instead, a ceramic pig vomits my logo. As you do.

By the way, the words & broad ideas were mine (for shame), the app I used - Leonardo, is just an image creator.

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SALMON SKIN SUBMERSION SUIT

The sequinned image was my first try. Chris got a raw deal here. But I was already laughing hysterically. The original image of Chris in a Ventile Thermal Field Jacket, literally in Glen Etive Loch, prompted absolute lunacy.

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PURE PANDA WOOL GREAT COAT

Honestly, I was crying by now. Somehow pandas ending up as my pick, because they're inherently silly animals. Look at those little otter faces though. Aww.

The running badger guy was too real and the jacket too dull - even with the severed head. Not my doing.

Joking apart, this really hits home that we've never had a Black gent model FRAHM. The photoshoot dates never seem to align. Excuses excuses. They will.

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FOX FUR LINED ASBESTOS PARKA

This started out as unused image from our Highlands shoot in 2022. Well, that escalated quickly.

Apart from the Daliesque nightmare, I'm a bit jealous of gorgeous AI me. Heh ho, back to reality.

Another great jacket.

Brilliant design, excellent craftsmanship and incredibly practical. Probably your best so far!

More than a thing for writing

Yes, as a pen it works very well. But it has a solidity and is so beautifully designed and machined that it is actually quite sculptural, and very tactile. Its mechanism appeals to the engineer in me. I am not sure whether I don’t get more out of it as a stress-reliever…

Wow this jacket is out this world !

This jacket is made superbly like the other 7/8 Frahm jackets I have acquired over the last year . The comments on this one though come thick and fast. I think I need help with my Frahm addiction !

My best Frahm jacket yet

Everything about this jacket is spot on. The fabric, the fit, the comfort, the details. I have a couple of other Frahm jackets so I knew to expect something good but this one really is just so right in every way. Love it.

The One and Only

My third Frahm but the one that started my obsession. Eyeing up Mr Packham’s own dazzle Woodland Worker’s Jacket on the telly had me on a quest to find out who made that jacket. And now finally Frahm decided to make it available once again! Well worth the wait, perfect fit and seriously well made, should last a life time.

My fifth Frahm jacket, which kinda says it all...

As soon as I saw pics of the Frahm Waxed Woodland Workers Jacket 2025 in Burgundy Red, I just knew I would have to order it — I didn’t even give it a second thought. In fact, I bought my 4th & 5th Frahms at the same time, such is my trust & faith in the brand that having delivered (over-delivered) with quality, fit, durability & style on the first 3, I had no reservations. At all. And no doubt I will add to my collection before too long. The colour of this is sublime — it’s what drew me in initially. It’s different, eye-catching, but still understated in the Frahm tradition. There is nothing not to like about this jacket, and oodles to like beyond the colour. The design, the craftsmanship, the materials — both the shell of the jacket & the lining, the robust quality of the zip, the buttons and those snappy things Nick always bangs on about. And their great customer service, not that I’ve needed to use it often, but when I have they’ve been super responsive & helpful. And this one dropped early, about a month earlier than I expected, which was a lovely surprise. Prior to finding Frahm I would buy Barbour & Belstaff, but having now found Frahm, their jackets are my go-to and rather sadly, the others don’t get a look in — when I say sadly, it’s not because I’m sad not to wear them but sad that I invested heavily in them but having now got used to wearing better I don’t want to go back to wearing “not quite good enough”. And I do quite like that I don’t see everyone wearing them — in fact, I’ve never knowingly bumped in to another Frahm wearer, but am sure that when I do, without needing to say anything, we’ll look at each other knowingly whilst trying not to be overly smug, and go about our business modestly as I believe Frahmsters do. Right, now to consider which design I should choose next….

QUILTED WINTER WORKERS JACKET

SALT & PEPPER GREY

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THE BEST WAS NEVER FAST

Sometimes life feels too tough

Breakdown, recovery & pockets

UNAPOLOGETICALLY EXPENSIVE

APRIL FOOLS

DON'T LAUGH

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