What do Tim Cook, Jay-Z, and Fred Ehrsam (co-founder of Coinbase) all have in common? They’ve all taken interest in Frère, the bespoke-ready fashion brand reshaping how tech titans dress.
Launched just this March, Frère is already making waves—not just for its $3,490 wool knit tracksuits or $5,990 cashmere overcoats—but for redefining the quiet luxury aesthetic that now dominates the wardrobes of today’s tech elite. Think: minimalistic neutrals, tailored silhouettes, and craftsmanship that speaks louder than logos. It’s fashion for the startup billionaire who doesn’t want to wear a hoodie anymore.
Co-founded by Davidson Petit-Frère and François Kress, Frère is now opening its first flagship store in New York’s SoHo district. And while the brand is already garnering buzz, it’s still in the early stages of fundraising—with angel investors like ARCH Venture Partners’ Robert Nelsen, New Mountain Capital’s Robert Hamwee, and even Jay-Z on board.
“Frère blends classic tailoring with contemporary elements, allowing leaders in the world of tech and beyond to stand out subtly in environments where understated style often speaks the loudest,” said Petit-Frère, who also serves as the brand’s creative director.
From Luxury Real Estate to Luxury Runways
Petit-Frère entered the fashion world after a successful career in real estate, first through internships, then launching Musika Frère, a custom suit brand that caught the eyes of A-listers like Beyoncé and Stephen Curry. His latest project with Kress—whose past roles include CEO stints at Fendi, Prada, and Bulgari—was born out of a shared desire to define what menswear should look like in the future.
“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,” Kress noted.
Their approach comes at the perfect time. While the “tech bro” uniform—hoodies, jeans, startup tees—hasn’t changed drastically over the past few decades, it’s become more refined. Think Loro Piana, Brunello Cucinelli, Common Projects—and now, Frère.
Petit-Frère calls their collection a “balance of innovation, artistry, and cultural relevance.” It’s not just luxury—it’s personal style elevated for the boardroom.
A Quiet Power Statement
So why is Frère resonating so deeply in the tech and finance world? For investors like Nelsen, it’s simple:
“They make a helluva suit, plain and simple,” he said. “Frère blends timeless craftsmanship with a fresh perspective. For folks in tech, it’s about having style that feels personal but still professional—something that reflects who you are and where you’re going.”
That ethos extends beyond tailoring. Petit-Frère infuses his Haitian heritage into design, creating pieces that are rich in both meaning and material.
While the brand has yet to launch its e-commerce platform (set to go live later this month), it’s already cultivating a loyal following through in-person experiences. The SoHo boutique was among the founders’ first priorities—an intimate space where clients can connect with the brand’s craftsmanship.
“Beautiful products like ours need to be experienced firsthand, not just through a screen,” Kress emphasized.
As luxury fashion continues to pivot toward personalization, sustainability, and storytelling, the brand positions itself at the intersection of culture, capital, and craftsmanship—quietly dressing the next generation of power players.
