(and Angus solved, pictured behind Prav)

1. "The quality of our studio imagery must match that of the jackets themselves."

We have a major problem at FRAHM. We only sell online through our own website. No shops. No wholesalers. 

There's nothing like owning a FRAHM to know that we weren't lying. That we exceed expectations. Our 1st-time reviewers often say "my god, if I'd known it was THIS good! This won't be my last." And it won't.

How do we express that on a website, where you can't feel the wares or try it on?

2. "Make sure a FRAHM customer sees someone like them in a FRAHM and can imagine what it'll look like on themselves."

Our models aren't reflective of all shapes, races, ages and more of men. We know that. Have done for ages.

You want to know you're included. That we're for all men of a certain outlook on life, not a prescribed look.

That you'll fit in one of our 11 sizes. What does a big guy in a 5XL actually look like in a 5XL Harrington? Pretty damned fine - but right now, how do you know in advance?

We haven't solved this problem yet. Our models still aren't that different. We're on it. We're organising more photography with a wider range of gents right now. 

We have two excuses - we only use genuine FRAHM owners & friends, not professional models. And the fecking factories only provide samples in Medium and Large. So we've been building a library of garments up over time, in 2XL Tall, 4XL, etc.

3. "Show as much useful information as possible in the studio images, so we can be more creative and FRAHM outside the studio."

I come from a the creative industries. I have high creative aspirations. We can be way more interesting. You can't do that enough when you're shooting a jacket against a brick wall in Ancoats so the customer can see the fabric & fit as clearly as possible.

Our new studio imagery enables us to:

• Show the jackets more clearly
• On men they identify with
• So we can shoot outside, less prescriptively

Next, we have to do that for all the jackets, expand the models we use and shoot that arty stuff. Bear with us!

I've known Alec for years, as I am an owner of a Trakke bag. He founded Trakke in Glasgow over 10 years ago. We've shared our design obsessions, love of waxed cotton and entrepreneurial heartbreaks along the way.

Plus, he is 6'3" tall, has a great beard (a FRAHM theme, I know) and very shiny eyes, which I hadn't fully appreciated until this shoot.

He's also much younger and less tired than me, which really pisses me off.

Nick Hem is a men's stylist I've known for years. We live down the road from each other and our kids went to the same primary school.

We have a lot (a lot) in common, but I first approached Nick about him creating real world style tips for FRAHM customers, which is again something new and exciting to come from us this year.

I mean, it's Prav innit. He first modelled for us in 2019. 

Father of 3 now adult/teen daughters, Prav is a Swede who's lived here with his wife for his entire adult life.

They own Castle Farm Midford, again down the (same) road from my house and cooks up insane roasts and curries. I am rather partial to his theme nights - Japanese or Wes Anderson fancy dress, especially.

He likes to look very serious in pics, but laughs a lot in real life. 

This is just a starter, really to check they work on each page.

Next, I'll add more interesting and unique detail, so you really know the special design features of each jacket, that set each apart from the norm.

Please do reply and tell me what you want to see.