Frère, the luxury ready-to-wear clothing brand that has quickly captured the attention of tech industry leaders such as Tim Cook, Jay Z, and Fred Ehrsam, is expanding with the opening of its first store in New York’s trendy SoHo neighborhood. Launched only in March, the brand has gained a following for its understated yet luxurious designs, which include high-end items like wool knit tracksuits priced at $3,490 and cashmere overcoats costing $5,990.
Frère is positioned as a brand offering “quiet luxury” — a term popularized on TikTok to describe minimalist, high-quality pieces that convey wealth and style without being overtly flashy. The brand is known for its suits and a distinct aesthetic that combines classic tailoring with modern elements, appealing to leaders in the tech world who value both style and subtlety.
“We blend traditional tailoring with contemporary design, helping leaders stand out in environments where understated style often speaks the loudest,” said Davidson Petit-Frère, co-founder and creative director of Frère.
Founded by Petit-Frère and François Kress, the brand benefits from the combined expertise of its founders. Kress, who has an extensive background in luxury fashion, previously served as president of Fendi and CEO of Bulgari and Prada Group in North America. Petit-Frère, meanwhile, comes from the luxury real estate sector and later founded his own bespoke clothing brand, Musika Frère, which gained recognition from celebrities like Beyoncé and Stephen Curry.
The idea for Frère emerged when the two men met and discussed their vision for the future of menswear. “We wanted to create a balance of innovation, artistry, and cultural relevance,” Petit-Frère said. Kress added, “We saw an opportunity to reshape the menswear narrative by focusing on what will never go out of style: beautiful tailoring, timeless elegance, and exceptional craftsmanship.”
Frère’s designs aim to cater to the evolving tastes of the “tech bro” crowd. The stereotypical tech industry uniform—hoodies, jeans, and sneakers—has evolved over time, with tech leaders opting for more refined, high-end pieces from brands like Loro Piana and Brunello Cucinelli. Frère fits seamlessly into this growing trend, offering stylish, high-quality clothing that balances professionalism with personal style.
Robert Nelsen, an angel investor and co-founder of ARCH Venture Partners, is among the brand’s backers. “Frère combines timeless craftsmanship with a fresh perspective, which makes it stand out. For tech leaders, style is about expressing who you are and where you’re headed,” he said.
Despite the growing digital retail landscape, Frère has opted for a physical-first approach. The company has not yet launched an e-commerce platform, though one is expected later this month. Kress explained that a physical store helps customers connect more deeply with the brand. “Luxury fashion is about the experience—feeling the materials, testing the fit. These things need to be experienced firsthand,” he said.
Frère’s store in SoHo marks an important step in the brand’s journey. The boutique aims to immerse customers in its story and offer a tactile experience that complements its carefully crafted clothing. As it continues to grow, Frère is poised to become a key player in the luxury fashion world, particularly among the influential tech community.
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