On page 1 of our brand book it says this:
"We take what we do incredibly seriously, but NEVER ourselves."
FRAHM is all about real life. Real life is best. It also hurts more. That's the payoff.
High for low, low for high.
Real life is sometimes really tough - Doctors' have a wickedly dark sense of humour. It helps them cope.
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.
We're a British brand. We fear pretension. If you get too full of yourself, you'll have the p*ss taken.
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.
We literally NEED to honk like geese, buckled over, crying "STOP STOP".
Back to business: Most fashion shoots are not, apparently, funny. They're sharp cheekbones, pouts and famous, seemingly perfect faces.
F**k that. First, we're not fashion, we're classic style (oooo, touchy!)
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.
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.
You know, fun. It's allowed.
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.
Everyone of these images has a story. Stories I can tell in detail. Grinning.
Make good times. Search for the honks. To hell with how cool you look.
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.
Laughing is the new cool. Except it always was.
Enjoy,
Nick
