Hi, I’m Nick, the founder of FRAHM. I’m incredibly proud of this jacket - the first I designed and the first we launched.
Are you thinking of buying a Utility Field Jacket but unclear what the big deal is? Not heard of us? - Hardly surprising given we launched in the Summer of 2018. Here’s everything you need to know.
The what, why, how, when and who of it all.
Or SKIP TO SUMMARY AT BOTTOM if you're busy.
We are a creative and thoughtful brand - we try not to be bombastic or hard-sales, rather let our products and customer reviews demonstrate how good we are.
I’ll summarise how buying any FRAHM Jacket works, as it’s a bit different:
FRAHM is a small family business founded by two childhood friends. We’re not trying to be huge or grow fast. This changes how we operate:
We only make one limited run of each jacket design a year. When they’re gone this year, that’s it until 2020.
Thus, we offer pre-orders, so you can reserve your size and colour. Almost all our jackets are sold this way.
We take your hard earned cash, so we reward you with 20% off the normal price for pre-ordering. You’re helping us, so we should help you.
All this means we don’t have surplus. We also hate it when you buy something that’s half price a week later. So we never do any sales. The price is always the same. You get what you pay for.
We give £10 from every jacket sold to Mind, the mental health charity.
Yes, a FRAHM Jacket is expensive, yet we feel we offer superb value within that. We hate stuff that falls apart, or doesn’t fulfil it’s promise - be it quality or service and beyond.
Military Green with twin needle stitched cargo pockets for strength and custom hardened stainless steel metalwork.
I’d always wanted to make a Field Jacket. I love the utilitarian design of this British classic. It works and it looks awesome. A field jacket was always going be our first launch. I was very clear about what it would be, I’d be research and designing this thing for years.
What I also saw from a business opportunity point of view, is that the Big Brands are taking the proverbials. Stellar growth AND profit overrides quality, service and longevity. They are demanding a high price for an increasingly inferior, margin-heavy product, banking on past brand glories. It’s not on. But, good for us - now we can do even better, knowing customers are looking for an alternative. Plus, it’s so much more FUN doing it this way.
First, I needed to define what was to be achieved:
Designed to move & stay comfortable. Or stand in the middle of a road because the photographer wants that shot.
I want a jacket that covers the maximum range of use in a British climate, from pub pint to dog walk to work meeting. Every man has that favourite jacket they grab every time. This had to be that jacket.
This meant I had to be pragmatic. Widest use in the UK means a lot of mild, changeable weather - overcast then sunny, wind, showers - the unexpected. We get relatively little hot sun or freezing weather - so I worked within that wide band of climate we have, from September right through to June.
I would have two increase practicality - fit, movement, storage, even the ability to be washable - I don’t wear ‘normal’ waxed jackets anymore because they frustrate me in this way. I move a lot - throwing kids above my head, running, jumping whatever - it had to move with me.
With that movement comes heat and sweat - got to nail that. Handily, I have an awarded background in sports and performance garments that don’t show off their tech - I have exhibits in the Design Museum and Victoria & Albert Museum in London, plus I studied ergonomics and biophysics and uni.
That practicality even extends to creasing - I hate ironing jackets, and often throw mine in a heap.
Lastly, all this performance had to fit into a classic, not weird or ‘fashion’ design, that had our own voice, without being wacky or boring. Harder than you think.
Here’s my not-exhaustive list of what I had to bear in mind, as the jacket came together on paper.
Most men are not twenty-something fashion models with cheekbones that could cut diamonds.
I know from experience that fit is a worry and frustration for us all. It’s simply not possible to fit for every man, so I aimed for the kind of man I am and know - The Dad Bod Man. Reasonably fit, not perfect, not bad - the middle - most of the bell curve - the REAL middle.
Our measurements are the real ones. If you're a 42 chest, we've made a large for a 42 chest. Seems obvious really...Surely?!
I want room to wear layers, adding to the field jacket’s versatility.
I want it to move with me and have space, but be fitted enough to be flattering, smart and to stay smart.
I’m average height, but I know tall men who can’t find anything that fits - so we do Tall sizes.
Shorter men are frustrated too, so we now do alterations (rolling out in the coming weeks, but do ask now).
The four colours available for 2019.
Handmade by talented people who care. Personal nicknacks are everywhere. This is a community, not a sweatshop.
We don’t work with the cheapest, we work with the best. Not just that, we work with friends, people we can trust. We help each other. That’s important.
We use Eva’s factory in Sofia, Bulgaria. This may come as a shock to some, who think we make all our jackets in the UK. We would if we could do it to the standards we desire - but Eva’s work, kindness and understanding of our aims is unparalleled. Above all, the quality is the best I’ve ever seen, from the dozens of factories I’ve worked with in my career.
With only 25 staff constructing handmade jackets with pride and care, we know what we’re getting, from whom. We’ve met everyone, they’ve looked after us, we trust them, nobody is getting shafted. That stuff matters as LOT.
The first ever 100 buyers of the Utility Field Jacket received this. We have something new planned for our latest jackets.
We all need to feel safe buying online. We know we have to create trust - real trust that you can believe in - we have to keep our word and let customers do the selling…
It’s worth knowing most of our customers have bought 2 or even ALL of our jackets!
The Utility Field Jacketis lighter weight than an old style waxed jacket, making it far more comfortable and pleasant to wear, as it's not weighed down by sticky wax that gets everywhere.
*FRAHM Utility Field jacket cannot be pressurised.
No cheap flapping care labels. We try to improve every detail.
Machine wash cool in non-biological liquid. No conditioner as conditioner kills performance (it suffocates any performance characteristics by coating it), if you do, just rinse the jacket and it’ll be fine.
No need to re-treat, but the fabric will slightly fade (rather nicely we think) with washing and wear.
We offer a Lifetime Guarantee on faults. That doesn’t cover stuff like running through a plate glass window or washing it in hot bleach.
Can be worn in dense forest wearing sunnies. Though try not to linger furtively in ferns like Chris .
Phew, that was a lot. Hopefully everything you could want? Here’s a reminder:
Thanks for listening. Grab me anytime on live chat (I don't sleep).
We're here to help, guide and inspire.
Also: Deliveries as usual. Double donations to Mind. A wee sale. 20% pre-order discount is back. Some pre-order re-jigging.
Tips from someone who's been there.
Get through Coronavirus anxiety, or indeed any anxiety a bit better.
Our jackets are tough and beautiful because that's life and the best of life.
*Warning. Contains poetry*
FRAHM jackets are cut for real men's bodies and movement. We've subtly altered classic tailoring for more movement, for real life. Our jackets do not have a restrictive teenage 'fashion' cut. Our customers rave about our fit.
Our best guide to size is your favourite existing jacket or suit jacket. Look for the inches or CM, not "medium" or "large", as these definitions differ wildly between brands.
"Tall" sizes are for very tall men, offering exactly the same jacket with significantly longer arms and torso.Don't buy one if you're above average - our standard sizes will fit. Our arm lengths are longer than most.
If you have any questions or concern you are an unusual fit, email us on email@example.com or Live Chat us (bottom right hand corner here) and we will discuss sizing with your personally.
MILES - ARTIST & SMALL BUSINESS CO-OWNER:
40" chest. 6'5". Long limbed, very slim. Wearing medium tall dark navy Waterproof City Coat.
CHRIS - CEO, OUTDOOR SPORTS ENTHUSIAST:
39" chest. 5'9". Slim, athletic physique. Wearing medium black Utility Field Jacket