Gotta love a newbie. Frater Menswear is a new Manchester brand that has launched online and has big plans for nationwide exposure. The brand suits that guy who care what he looks like without caring much about ‘trend’ or ‘fashion’, the guys that smell good and have floppy hair in the pub.
I got to quiz Michael Brown, the brand owner, about his career, brand and future.
Fashion Rambler: Would you consider Frater synonymous with Manchester or a Brand with broader roots?
Michael Brown: Frater definitely has deep roots in Manchester due to the fact that I’ve grown up here, being inspired by Manchester’s last creative generation from Joy Division to Peter Saville – there’s so much music and cultural heritage here to draw from. I hope that Frater will be part of the next wave of creativity to come out of the city, and think that Manchester has a really exciting future, but I also take inspiration from places and people all over the world – it’s important for the brand’s development that we’re always looking beyond where we are at the moment.
FR: Who is the Frater customer, who do you design for?
MB: When I put together a new collection or design a new piece, I’m always aiming to come up with something that my friends and I would wear and get excited about. The whole brotherhood of Frater is based on looking at my peer group and designing for them, and I want the Frater customer to be passionate about the clothes and feel something for what they’re wearing. I don’t want to create clothing that’s generic, I want our customers to have an opinion – items like our Liberty and Pierson t-shirts are a good example of this, the bold graphic wartime prints really show how art and fashion can flow together, and the people that wear them want to make this statement.
FR: What are the plans for the future of the Brand?
MB: Our ultimate are aim is to become an established brand in the UK market and continue to push forward, creating something different and unique as we go along, which people will be excited to see and feel proud to wear. We’re conscious of not growing things too quickly, and want to develop the brand personality while building the business over time.
To see more of this interview go here