Frère, a luxury fashion brand that launched in March, has quickly gained attention from tech industry leaders, including Tim Cook, Jay Z, and Fred Ehrsam, co-founder of Coinbase. The brand, which offers bespoke suits and contemporary style, has opened its first store in New York's SoHo, catering to the tech elite's desire for understated yet luxurious fashion.

Frère's co-founder and creative director, Davidson Petit-Frère, describes the brand's aesthetic as "quiet luxury," blending classic tailoring with contemporary elements. The brand's suits, which cost around $1,000, are designed to help tech leaders stand out subtly in environments where understated style is valued. Petit-Frère, who previously worked in luxury real estate and launched his own clothing brand, Musika Frère, has dressed notable figures such as Beyoncé and Stephen Curry.

The brand's CEO, François Kress, brings extensive experience in the luxury sector, having served as president of Fendi in North and South America and CEO and managing director of Bulgari for North and South America. Kress and Petit-Frère met and pondered the future of menswear, aiming to reshape the narrative by focusing on timeless elegance, beautiful tailoring, and exceptional craftsmanship.

Frère's entry into the market marks a shift in the tech industry's fashion landscape. The traditional "tech bro" style, characterized by Patagonia vests, hoodies, and jeans, has remained largely unchanged despite the industry's growing influence. However, with the rise of luxury brands like Frère, tech leaders are increasingly seeking out high-end fashion that reflects their personal style and professional status.

The brand has attracted a notable list of investors, including Robert Nelsen, an angel investor and co-founder of ARCH Ventures, known for his investments in biotech companies. Nelsen praised Frère's unique blend of timeless craftsmanship and fresh perspective, which he believes will resonate with tech industry leaders seeking personalized yet professional style.

Frère has used its seed funding to hire a team and design its ready-to-wear collection, which combines elements of Petit-Frère's Haitian heritage with the brand's luxury and sophistication. The brand has also invested in its boutique launch in SoHo, opting for a physical location to immerse customers in the brand's story and showcase its products. While Frère plans to launch its e-commerce platform later this month, the brand's focus on in-person shopping reflects the luxury fashion industry's emphasis on experiential retail.

As the tech industry continues to grow and evolve, Frère's luxury fashion brand is poised to capitalize on the demand for high-end, bespoke fashion among tech leaders. With its unique blend of classic tailoring and contemporary style, Frère is redefining the narrative of menswear in the tech industry.