Frank + Oak's Line, Made For Millennials, Gets Into Womenswear
“Elevated basics” made cool by the Canadian label.
Canadian label Frank + Oak is a new breed in the retailer game – after several years in the direct-to-consumer business the brand’s CEO Ethan Song decided to branch out into womenswear.
Under the tagline “premium threads for under $50,” customers were sold on Frank + Oak’s high quality and cheap duds. Five years later the brand boasts 2.5 million members and heads into the girl zone.
“We aren’t going to pretend that our women’s collection is going to be the flashiest thing in fashion. But we’re making cool pieces for a real girl, who has a real job, real responsibilities, and can wear these pieces, day in and day out.”
Song understands the women’s market is saturated but thinks Frank + Oak can spot its niche by “taking the guesswork out of shopping.” That means practical garments women want to wear like the bomber, the turtleneck T-shirt and camel-colored coats ranging $50 to $165 USD. Elevated basics, Song calls it.
Shop the current women’s collection here.