Soeur Brings Back Frère Menswear as Annual Capsule

by · WWD
Frère New CampaignCourtesy

LONDON — Soeur is bringing back Frère, its menswear line debuted in 2024, with a new capsule that gives the French contemporary label’s long-standing interest in men’s apparel a more regular place in its business.

Launched last week and priced between 175 euros and 650 euros, the new Frère capsule comprises about 30 pieces, including layering separates, a sleeveless waistcoat, a reversible jacket, a crewneck sweater and refined collar details. The range is intended to be offered once a year as a multiseasonal wardrobe.

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In an interview, Freja Day, the brand’s chief executive officer, said menswear has been part of Soeur’s creative language since the beginning, informing its approach to clothing and silhouette.

“The response to our first capsule in 2024, from both our female clientele and a new male audience, encouraged us to give Frère a more recurrent place within the brand. We took the time to think about the right approach, bringing the same precision and expertise to menswear as we do to womenswear,” Day said about what she has been up to during the two-year gap.

That approach results in a dialogue between the two wardrobes rather than treating Frère as a separate design universe.

“The two wardrobes share a common language of color, fabrics, details and silhouettes. Frère and Soeur are part of the same creative conversation, each informing the other,” Day said, adding that the new Frère collection revisits familiar brand codes with the intention that the pieces can be layered and worn throughout the year.

“We wanted to create a capsule that transcends the seasons, with timeless pieces designed to be worn throughout the year. We believe menswear has a different relationship with time, one rooted in longevity rather than seasonal change,” she said.

The annual format, Day added, allows the brand to develop limited-edition releases while learning what customers respond to, and builds Frère’s retail presence gradually.

The collection is available through the brand’s international flagship network, as well as online. The company also plans pop-ups at Le Bon Marché and Galeries Lafayette Haussmann, alongside a dedicated boutique at 103 Rue Amelot in Paris, next to its womenswear store.

The brand said it will assess the launch through a mix of qualitative and commercial signals.

“We look at the conversations surrounding the collection: customer feedback, influencer support, press coverage and insights from our retail teams,” Day said. Sales and interest in individual pieces will also help the team decide what resonates with customers.

Frère’s return comes as Soeur continues to expand beyond its French roots.

Founded in 2008 by Domitille Brion and her sister Angélique, the company has grown into an international premium womenswear business, with 66 stores and more than 600 wholesale partners, according to the company.

The brand said it is approaching 100 million euros in revenue this year, after growing more than 50 percent over three years. International markets account for half of sales.

For Day, menswear is part of that evolution, but also a continuation of the brand’s identity.

“Frère is a natural extension of Soeur, supporting our development both in our key markets and internationally. By extending our collection into menswear, we are broadening the expression of our identity and giving the brand a more universal dimension. A new chapter that complements the first,” she added.