Here are the first images of Jacket 1. Nearly.
The model is my old boss Chris Blakeston, Bristol resident, Cornwall surfer, cyclist, father, husband, board director and outdoors nut. He has the best beard and crows feet. He's a lovely lovely bloke, you can tell by the crow's feet - he's a smiler. He also grows big round courgettes and gives them away.
The shoot in and around Bristol, to demonstrate the jacket's applicability to differing environments, from sea, wind, forest and rain (we didn't get rain, it was 28c) to city centre art gallery, multi-storey car park and urban sunset.
You can sprint past a shadowy art gallery exterior in a FRAHM jacket.
Why aren't we showing the jacket properly? Honestly, we're too knackered to launch. We're taking a couple of weeks off to be curious about rock pools in Cornwall. FRAHM was built for us to run, not to run us. This is how we built our company. Sorry to drag it out.
We'll come back fresh and launch in mid-August. Exciting.
Chris. Grizzled from surfing, life and stuff.
Instead of our usual chat/interview, FRAHM founder Nick describes with openness and detail how he goes about creating our jackets.
An exclusive podcast with influential men's style blogger Nick Johannessen, AKA WellDressed Dad.
Into menswear without the marketing facade? Listen in.
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 firstname.lastname@example.org or Live Chat us (bottom right hand corner here) and we will discuss sizing with your personally.
MILES: Size Medium Tall. 40" chest. 6'5". Long limbed, slim.
CHRIS: Size Medium. 39" chest. 5'9". Slim, athletic physique.
PRAVIN: Size Medium. 40" chest. 6'1". Average build. Neither muscular or slim.
NICK: Size Large. 42" chest. 5'11". Chunky, 'dad bod' physique.