Frère, a menswear brand co-founded by luxury industry veteran François Kress and designer Davidson Petit-Frère, has officially launched with the opening of its flagship store at 138 Wooster Street in SoHo, NYC. 

With a mission to build a 21st-century luxury brand that speaks to today’s culture, Kress, whose career includes leadership roles at LVMH, Bulgari, Prada, The Row, Stuart Weitzman, and Carolina Herrera, joins forces with Petit-Frère, known for his bespoke designs favored by A-list clients such as John Legend and Tim Cook. 

“When Davidson and I decided to embark on this journey, we knew we wanted to do more than launch another fashion brand,” said Kress. “We set out to create a label that would resonate with the cultural pulse of today while remaining grounded in the craftsmanship and attention to detail that true luxury demands. With our shared vision, we are building a brand that reflects a new era in menswear.”

Petit-Frère, added: “François and I connected over our mutual passion for quality and innovation. We saw the chance to bring something fresh to the market. Together, we’re not just launching a company; we’re shaping a new chapter in menswear.” 

The brand launches with a flagship store housing Frère’s complete collection of ready-to-wear suiting, knitwear, outerwear, and more. The debut collection features versatile pieces, from tailored formalwear to elevated everyday essentials like knitwear and sportswear, all crafted from fine materials sourced globally.

The space was designed to reflect its refined approach to menswear while honoring co-founder Petit-Frère’s Haitian heritage with thoughtful design details like the iconic hibiscus.

Frère’s launch has been backed by a diverse group of investors including biotech visionary Robert Nelsen, managing director at Arch Venture Partners.