French brand Soeur is launching 20-piece men's collection Frere, which will be available at a Paris pop-up, its London stores and online in the U.S.
The 20-piece capsule will launch on Wednesday in 11 of its European stores and on the website worldwide, including the U.S. It will also open the doors to a Parisian pop-up dedicated to the line that will stay open through the holiday shopping season.
While the Frère men’s capsule is “perfectly integrated” into the collection so that female customers can buy it too, Brion is clear that it has been tailored to fit men. It was a new challenge for the designer, who looked to classic tailoring, like shirts from Charvet, to understand the precision of men’s cuts.
If the capsule is a success, it may become a permanent part of the brand, said managing director Freya Day.The foray into menswear comes following investment from Style Capital, the Italian backers of Golden Goose and Zimmermann, which took an 80 percent stake in the brand a year ago and fueled a wave of expansion. The brand opened two stores in London in January and September, with three additional boutiques planned for the British capital by the end of 2025.
The success of the U.S. market has been “a surprise,” she said. “We didn’t actually push the market that much as we’re quite focused on the U.K., Spain and Europe outside of The French style of the sophisticated yet casual “elevated basics” is available at the price point of around 300 euros for jackets and 500 euros for coats. The lines are designed with eight patternmakers in the Parisian studio, and items made with 85 percent natural materials such as wool and cotton.
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