FRAHM make better jackets, to aid curious minds in their search for answers.
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The Who & Why of FRAHM:
FRAHM is Jason Tripp & Nick Hussey. We do everything except cut and sew the jackets.
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If you contact us, it's us who answer. Us who pack your jackets. Us that designs them, builds the website, pays the taxes and sweeps...You get the idea.
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Jason and Nick have drawn cartoons in each other's text books growing up in a gypsum mining village in Nottinghamshire, got smashing out of our stupid minds in clubs across The North West, shared tragedy and best man's duties when Nick married Emmalou.
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We're unable to communicate between the three of us without ripping the piss out of each other. As is traditional amongst British mates.
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Now we've set up FRAHM together in Somerset, because we love building things and we're completely obsessed by jackets.
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Before FRAHM, our work has been exhibited in the Design Museum in London, The Victoria & Albert Musuem, won international awards against the megabrands and been recommended in Esquire, GQ, New York Times, Wallpaper, Monocle, Outside, The Guardian, Shortlist, etc blah.
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We feel jackets from the big brands don't do what they're supposed to. If they're technical, they look awful; but if they're stylish they don't work properly or last long enough. There is little innovation and not enough value. We want to design jackets and build a company we're proud of.
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We also don't see men's brands that reflect our values. Its all too perfect and chisel chinned (though Jason bears a remarkable, less purple similarity to Thanos).
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We've tried to create a men's brand that's a bit more thoughtful and kind, without being wet or overly-serious or hectoring. The men we know are kind, determined, loving, tough and creative - and a lot more. That's our version of masculinity.
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Like all of us, we've experienced some truly awful moments in our lives and we think marketing can make life look too perfect, when it can't be. FRAHM isn't afraid to say that sometimes life is a bit shit, and we need help. Real life is what counts, not some false, oppressive construct of happiness.
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So, FRAHM is officially 'In Aid Of' Mind, the mental health charity. We give £10 from every jacket we sell to Mind, and work with them to promote men's mental health and a kinder form of marketing (no unreachable lifestyles here gents).
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FRAHM is:
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UTILITY - We make better multi-purpose jackets for men. They're built to work in urban and rural environments. Detailed and easy to care for, they're also designed to be tough, for real-world use.
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CLASSIC - We built FRAHM to straddle the space between out-there fashion brands and unsexy technical gear. We love classic men's style, but jackets should work & last better too. So we've tailored performance fabrics with the highest quality trims, made by skilled craftspeople.
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LIMITED - We only sell small batches of one jacket style at a time. Once that batch has gone, it's gone. This takes pressure off us, and keeps our jackets rare and special. We offer pre-orders, to prevent disappointment, or a potentially frustrating launch-day bunfight.
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GOOD - We give £10 from every jacket sold to Mind
charity.
We've created blogs and podacsts that are a bit more thoughtful and less clickbaity - for proper discussion, a laugh or a think. We need more of that. The world is splitting into increasingly aggressive, simplistic sides online, and that hurts us all. We want to pull back from that to find a more open-minded, thoughtful way forward.
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We're not going to play the corrosive online games of hyperbole, clickbait and the usual crap that gives marketing a bad name. What we say we mean, and can that back up.
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You can read more on how we built FRAHM, here:
If/when you get a FRAHM jacket, we hope you get to explore life in many diverse ways in it.
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If you don't, we hope you enjoy the slightly inspiring / kind / amusing / distracting / thought provoking stuff we're building here.
Take care,
Jason & Nick.
