“It’s not about reinventing the product, but reinventing how people consume the product.” This from Ethan Song, CEO and Creative Director of Frank & Oak, a Montreal-based online clothing brand that’s transforming the way men shop.
Touted as one of the country’s most exciting retail and fashion brands by Canadian Business, it’s only taken co-founders Song and Hicham Ratnani, Frank and Oak’s COO, two years to gather well over a million members, as well as catch the discerning eyes of men’s style leaders, including Esquire, GQ and Details. Plus they just showed for their second time at New York Fashion Week, putting their spring collection on display for fashion editors and journalists. Aimed at the 20-to-30-something set, Song says they focus on curating Frank & Oak’s collection, so you only see what’s relevant now — a small, but valuable detail that lends itself to the male shopping brain. “Guys prefer a more efficient shopping experience,” explains Song. “They prefer getting recommendations.”
Think crisp cotton shirts in au courant prints, fitted blazers in easy-to-layer hues, and basic but hardly-boring tees and tanks. The price point doesn’t hurt either. Shirts average around $45, while an Oxford blazer will set you back $125.
For men who’d rather make a more hands-on decision, Frank & Oak offers the Hunt Club, a try-before-you-buy shopping experience. Members select items they’d like to try and you only pay for what you keep. Shipping and returns are free, and you get 8% credit back for every purchase made. Risk-free ordering, an absence of change rooms and line-ups — it’s a model that could become a permanent hazard to in-store shopping.