ARE YOU HAVING A LAUGH? š
On page 1 of our brand book it says this:
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"We take what we do incredibly seriously, but NEVER ourselves."
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FRAHM is all about real life. Real life is best. It also hurts more. That's the payoff.
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High for low, low for high.
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Real life is sometimes really tough - Doctors' have a wickedly dark sense of humour. It helps them cope.
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Real life is also beautiful. Laughing like a hyena on acid is beautiful. Even if you don't look too beautiful trying to breathe between tears of laughter.
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We're a British brand. We fear pretension. If you get too full of yourself, you'll have the p*ss taken.
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It's the way we like it. Laughing (or 'lafin' as we say at home) is cathartic, it gives great hormones, it's also, errr, a laugh.
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We literally NEED to honk like geese, buckled over, crying "STOP STOP".
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Back to business: Most fashion shoots are not, apparently, funny. They're sharp cheekbones, pouts and famous, seemingly perfect faces.
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F**k that. First, we're not fashion, we're classic style (oooo, touchy!)
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Next, we're all friends. Literally. Everyone in these images are mates of ours. They don't come out of a catalogue. They don't model for oodles of cash.
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They want a trip to remember, with good food and big laughs. It's why Chris, Chris, Stuart, Pravin, Ian, David, Mike & Miles say yes.
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You know, fun. It's allowed.
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Fun isn't just for 8 year olds on a bouncy castle. It's 58 year olds on a bouncy castle. In the sheeting rain. Not giving a flying feck.
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Everyone of these images has a story. Stories I can tell in detail. Grinning.
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Make good times. Search for the honks. To hell with how cool you look.
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Go on, go see some standup. Tickle your kids. Take the piss. Have it taken. Send a stupid text to an old friend. Do it now.
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Laughing is the new cool. Except it always was.
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Enjoy,
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Nick
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CHRIS & PRAV DON'T NEED TELLING
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SKIPPING? THE WORSE YOU ARE, THE BETTER IT IS
NO RAIN? FAKE IT, WITHOUT TRYING TO FAKE IT
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WINE GUMS SHOULD BE ILLEGAL
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