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
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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.
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