I'm a lifelong jacket nut and consumer, like you. I know what it feels like to feel taken advantage of. Or the delight of finding the tiniest detail, from someone who actually loved designing your jacket.
The global brands are insulting us. The disrespect is astounding. They think they're entitled to sell you bad jackets, just because of a brand label.
It all takes me back to when I started FRAHM in 2018. I spent days walking around London's poshest stores, researching the market. The market didn't care then, and it certainly doesn't now.
To show I'm not making this stuff up, I matched an expensive winter jacket from a huge global brand to my personal Ventile Thermal Field.
Watch this comparison video to see their choices versus ours. It's actually bonkers.
Here's my prompt notes for the video. I didn't get through it all!
- 2 expensive jackets. 1 great, 1 bad.
- Insult, disrespectful, vs independent brand that loves what it does
- At end understand why we’ve lost faith in big brands.
- Somerset family business owned by me, best friend & our customers.
- Vs 100X bigger, owned by venture capitalists.
- Paying for this velcro brand label & banks of lawyers who’d sue me.
- FRAHM Ventile Thermal Field Jacket.
- Exterior fabric. Waterproof cotton Ventile Churchill vs cheap synthetic blend.
- Big storage pockets. Detail.
- Lined hand pockets comfortable, right place vs t-rex hands.
- YKK oversize waterproof zips vs generic. WHAT?!
- Snaps. Generic phut vs Cobrax CLUNK
- Cuffs - Adjustment detail vs nothing.
- Articulated shoulders & burst snaps vs nothing.
- Strengthened shoulders & twin needle stitching not single.
- Hood. Removable, adjustment, peripheral vision, peak, even removable.
- Their hood -nothing.
- Inside - cheap synthetic vs cotton cashmere.
- Inside pockets. Adjustable waist.
- Even the labels are embroidered.
- Swap into to the nasty one.
- That hood. Yuck.
- Looks cheap, paid lots. Disappointment.
- Expensive jacket made cheaply, massively discounted, still not worth it.
- Paying for that crappy synthetic velcro brand label.
- FRAHM, you get what you pay for, for years.
- Nice sit down & cup of tea.
