Tech billionaires embrace bespoke fashion with Frère

In March 2024, Frère, a bespoke ready-to-wear clothing brand, was launched, captivating the interests of influential figures from the tech world such as Tim Cook, Jay Z, and Fred Ehrsam. The brand is distinctively known for its subtle tech look, which incorporates luxury elements without being ostentatious. Its first store is set to open in New York’s fashionable SoHo neighborhood. Co-founders Davidson Petit-Frère and François Kress aim to marry classic tailoring with contemporary design, providing tech leaders with clothing that reflects a balance of professionalism and personal style. François Kress, the CEO of Frère, has a distinguished background, having previously served as president of Fendi and heading the North American operations at Bulgari and the Prada Group. Petit-Frère transitioned from luxury real estate to fashion, gaining experience through internships and launching his own brand focused on bespoke suits. Their shared vision is to redefine menswear, emphasizing elegant tailoring and exceptional craftsmanship, an approach they believe resonates with powerful individuals in the tech industry. Frère has positioned itself strategically in the market, gaining financial backing from key investors, such as Robert Nelsen, an angel investor known for his ventures in biotech. This financial support enabled the brand to develop its ready-to-wear collection and hire an experienced team. Kress points out that having a brick-and-mortar location is essential for immersing customers in their brand narrative, enhancing the overall shopping experience. As the tech industry evolves, so does the fashion it inspires. While figures like Mark Zuckerberg and Jeff Bezos typically exemplify the 'tech bro' aesthetic with minimalist and casual outfits, Frère's approach aims to elevate this look. By offering timeless style that maintains a connection to personal identity, the brand seeks to capture a demographic looking for clothing that reflects both their status and the cultural significance of the tech landscape.