Frère: The Luxury Fashion Brand Redefining Tech Executive Style
How This Emerging Label is Elevating Silicon Valley’s Aesthetic
What do Apple CEO Tim Cook, hip-hop mogul Jay Z, and Coinbase co-founder Fred Ehrsam have in common? They’re all early adopters of Frère, the bespoke ready-to-wear luxury brand that’s quietly revolutionizing professional fashion in the tech world.
The Rise of Quiet Luxury in Tech
Launched in March 2024, Frère has quickly gained traction among tech elites with its signature blend of:
- Impeccably tailored suits
- $3,490 wool knit tracksuits
- $5,990 cashmere overcoats
- Understated, neutral color palettes
“Frère blends classic tailoring with contemporary elements,” explains Davidson Petit-Frère, the brand’s co-founder and creative director. “It allows leaders in tech to stand out subtly in environments where understated style often speaks loudest.”
The Visionaries Behind the Brand
Frère was founded by an impressive duo:
- François Kress (CEO): Former president of Fendi and Bulgari in the Americas, and ex-CEO of Prada Group US
- Davidson Petit-Frère (Creative Director): Luxury real estate veteran turned fashion designer, previously known for dressing Beyoncé and Stephen Curry through his earlier brand, Musika Frère
“We saw an opportunity to reshape menswear by focusing on timeless elegance and exceptional craftsmanship,” Kress told TechCrunch.
Challenging the ‘Tech Bro’ Stereotype
The typical Silicon Valley uniform—Patagonia vests, hoodies, and startup logo tees—has evolved only marginally since becoming a cultural meme. While figures like Mark Zuckerberg and Jeff Bezos have experimented with bolder accessories, the core aesthetic remains largely unchanged.
Frère enters this space offering:
- Superior materials rivaling Loro Piana and Brunello Cucinelli
- Contemporary cuts that maintain professional polish
- Cultural influences from Petit-Frère’s Haitian heritage
Strategic Growth and Notable Backers
The company is currently raising its seed round with impressive early investors:
- Robert Nelsen (ARCH Venture Partners co-founder)
- Robert Hamwee (New Mountain Capital)
- Jay Z (Roc Nation founder)
“They make a helluva suit, plain and simple,” Nelsen remarked. “For tech leaders, it’s about style that feels personal yet professional.”
The Importance of Physical Retail
In an interesting strategy, Frère launched its SoHo flagship before establishing e-commerce (planned for late 2024). Kress explains this deliberate choice:
“Beautiful products like ours need to be experienced firsthand. A physical space immerses customers in our brand story and allows them to appreciate the quality and craftsmanship.”
This approach reflects luxury fashion’s gradual embrace of digital commerce, emphasizing the tactile experience of high-end materials and perfect fit.
The Future of Tech Fashion
As Frère prepares to expand its digital presence, the brand represents a growing movement where tech executives are investing in wardrobe pieces that combine:
- Traditional luxury craftsmanship
- Contemporary design sensibility
- Professional versatility
With its unique positioning and influential following, Frère may well become the new standard for power dressing in Silicon Valley and beyond.
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