FRAHM was founded in 2018 by me, Nick (that's me in the photo) & my wife Emmalou, with some grown-up help from my best friend since childhood, Jason. We're based near Bath, Somerset.
I built FRAHM to be different.
I wanted to make the jackets that I couldn't find.
I want to invest in things that last, so I made them tough.
And to talk about the real lives of men honestly, with all our ups and downs.
A kinder men's brand, with grit.
I want a brand that's kind & honest, because real men are.
I want pockets, loads of pockets!
I want it to talk about mental health, because I've recovered from being suicidal.
I want something special & rare, from people who actually care.
I want amazing customer service, for the long lifetime of my jacket.
I don't want to feel like a bastard, so we should be as sustainable as we can be.
I want to see unvarnished reviews from real customers. I think we knocked it out of the park on that one.
In 2017 I suffered a nervous breakdown that made me suicidal.
I am, I hope, completely honest and direct about that, because it helps others. If we say this stuff, it de-stigmatises opening up about it and talking is vital.
If I hadn't said what it felt so hard (weirdly, now) to say, I might be dead now. Emmalou would be a single parent, my kids would be fatherless, FRAHM wouldn't exist, and I'd never have found the peace and contentment I have now.
That's why FRAHM is officially partnered with CALM, the suicide prevention charity. We work with them to promote better men's mental health. By being honest about real life's toughness, as well as beauty.
You can hear my first podcast that launched FRAHM here. The how & why in what I hope is an inspiring and positive (as it can be) way.
I tell it all, from success to failure, depression, the lowest points, the recovery & trying again; using everything I'd learnt to create FRAHM, kinder to me, kinder to others, better, stronger, more contented.
You can and will recover. You are not a twit if your brain chemistry is off. But you must tell someone of your burden.
Jackets from the big brands disappoint.
If they're technical, they're poorly tailored & detailed.
Yet if they're fashionable, they're of no use next season, as they don't have technical performance and fall apart.
There is little innovation and not enough value.
We want to design jackets and build a company we're proud of.
I believe we have.
We don't stack our jackets high, or sell them cheap. We never do big discount summer, winter or any other sales to clear stock, because there's no excess.
That maintains our reputation for quality, service, detail, etc. Our customers pre-order to reserve the exact jacket they want, before it's gone.
When you buy your FRAHM on pre-order we know you have to be patient, so we reward you with a 20% Earlybird discount.
FRAHM owners (The FRAHM Owner's Club!) know they have to buy this way, and they're happy to, because they have seen proof of how much better a FRAHM is.
