FRÈRE Opens E-commerce Site For Bespoke Tailoring and Elevated Everyday Luxury

By Cassell Ferere originally published on Forbes.com

FRÈRE is the visionary menswear brand founded by Davidson Petit-Frère, stretching the boundaries of luxury designers with acute taste. FRÈRE’s newly launched e-commerce platform and flagship boutique in SoHo, New York City are the new homes for its bespoke craftsmanship. The brand combines time-honored tailoring traditions with modern design, offering a refreshing take on menswear for the 21st-century gentleman.

Brooklyn-born, Davidson Petit-Frère has built a suiting empire that caters to a prestigious clientele ranging from Hollywood celebrities to global leaders. Now, FRÈRE extends its reach through an online platform, ensuring that its meticulously crafted pieces are accessible to clients worldwide who value comfort and refinement.

Petit-Frère’s designs have long been synonymous with red carpets and boardrooms, having dressed luminaries like John Legend, Denzel Washington, Shawn "JayZ" Carter, Kevin Hart, and Tim Cook. With the addition of versatile everyday pieces like the varsity jacket with a hibiscus flower patch design, FRÈRE is broadening the horizons of menswear, merging formal sophistication with effortless style.

“I like to dress nice,” Petit-Frère asserts, encapsulating his design ethos. His vision for FRÈRE is rooted in creating garments that blend sophistication with versatility, bringing the artistry of traditional tailoring to everyday luxury. With offerings that include varsity jackets with premium leather and stitching, on the racks next to cashmere sweatsuits for the "Cozy Boys."

FRÈRE’s evolution is guided by the expertise of François Kress, a veteran of global luxury brands like LVMH, Bulgari, and Prada. Kress has joined forces with Petit-Frère to co-found the brand, combining decades of industry experience with a forward-thinking approach.

“When Davidson and I decided to embark on this journey, we knew we wanted to do more than launch another fashion brand,” says Kress, the luxury veteran. “We set out to create a label that reflects the cultural pulse of today while honoring the craftsmanship and attention to detail that define true luxury.”