We wanted to create a brand & a product that reflects this. Tougher jackets, more beautifully detailed. Also talking about how hard life can be, yet how joyful it is too. No facade. Looking forwards.
This is FRAHM.
Dictionary definition, from old German. Pronounced 'fer-arm':
Noble, man of good character
FRAHM make tougher, more beautifully detailed jackets, for your real world. A world as tough as it is beautiful. We talk about both.
The Who & Why of FRAHM:
FRAHM was founded in 2018 by Nick Hussey & Emmalou Hussey with some grown-up help from Nick's best friend since childhood, Jason. We do everything except cut and sew the jackets from our little office near Bath, Somerset.
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...
We even answer every live chat or email ourselves. Why wouldn't we? We really care, it's our business after all.
We're close. Jason and Nick have known each other for 4 decades. They drew cartoons in each other's text books, growing up in a gypsum mining village in Nottinghamshire. They've got smashed out of our stupid minds in clubs across The North West, shared tragedy together, even best man's duties at each other's weddings. Emmalou & Nick have been together almost as long. We're unable to communicate between the three of us without ripping the piss out of each other. As is traditional amongst British mates.
Now we've set up FRAHM together in Somerset, because we love building things, we wanted a kinder, simpler life, and we're completely obsessed by jackets.
Nick's work is exhibited in the Design Museum in London and The Victoria & Albert Musuem. It has won international awards, beating the megabrands. It been recommended in Esquire, GQ, the New York Times, Wallpaper, Monocle, Outside, The Guardian, Shortlist, it goes on.
We feel jackets from the big brands don't do what they're supposed to. If they're technical, they're poorly tailored & detailed. Yet if they're stylish they don't have technical performance or longevity. There is little innovation and not enough value. We want to design jackets and build a company we're proud of. That means better jackets than the rest.
We're not trying to be massive. We don't make many jackets. We don't want to. So most of our customers pre-order to reserve the exact jacket they wanted, before it's gone. We give you 20% off for that, to say thanks. you're helping us after all, so we should help you.
It's not just about making & selling stuff. We don't see men's brands that reflect our values. Its all too perfect and unreachable. That is damaging. An unreachable bar. Life can be as tough as it is beautiful. Sometimes, it can be horrifically tough or transcendentally beautiful.
In 2017 Nick suffered a nervous breakdown that made him suicidal. He is completely honest and direct about that, because it helps others.
So FRAHM is officially 'In Aid Of' Mind, the mental health charity. We give £10 from every jacket we sell to Mind. We work with them to promote better men's mental health. Nick wrote this blog for them.
He tells it all, from success to failure, depression, the lowest points, the recovery & trying again. using everything he'd learnt to create FRAHM, kinder to him, kinder to others, better, stronger, kinder.
If/when you get a FRAHM jacket, we hope you get to explore life's beauty and even toughness in all its fascinating diversity.
Even if you're not a customer, we hope you enjoy the slightly inspiring / kind / amusing / distracting / thought-provoking stuff we're building here on our blog & podcasts. We hope you find a better way to negotiate the tough and find the beautiful.
Nick, Emmalou & Jason.
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