THE FWF BRAND PHILOSOPHY
Friends with Frank stands for quality, timelessness and beauty in simplicity. FWF was born in 2012 out of the belief that the key to a great wardrobe is having good quality staples that last the test of time. Drawing on her love of winter fashion and quality outerwear, Julia McCarthy began with the bestselling Frank Jacket, a hand-woven rabbit fur jacket in a classic cut. Since then, FWF has become a go-to Australian label for timeless winter outerwear, and now apparel, after the recent launch of our Spring '20 Capsule.
The FWF philosophy is simple. We design almost exclusively in classic cuts and shapes, complemented by a soft, wearable colour palette and high-quality materials. We believe simplicity is best, and in quality over quantity, always. When designing, we carefully consider the lifespan of our garments and avoid trends that will become obsolete in a season or two. Our ultimate wish is to simplify everyday dressing, by creating versatile, quality pieces that give you great joy to wear.
FWF pieces are sold exclusively through our e-boutique and in selected boutiques Australia-wide, each of our stockists ordering in advance so their stock is made-to-order, minimising waste and over-consumption.
THE PRODUCTION PROCESS
Designed in Melbourne, Australia, the majority of our pieces are then crafted in China; with some select designs manufactured with local makers here in Melbourne. Our wool and cashmere coats are hand-stitched, and our fur pieces are hand-crafted by experienced, skilful technicians, many of whom are experts in their craft and have been practising for decades. Each fur piece can take up to three days to make, woven and stitched meticulously by hand.
With a focus on producing responsibly, production runs are carefully sized to avoid excess, all raw materials are sourced as certified by-product, and technician working arrangements are vetted to ensure employees experience a comfortable, safe and respectful working environment.
We have been working closely with our valued production teams, mostly family-owned and run businesses. Some of which we've been working with for over seven years and counting. We visit our production teams in the Zhejiang Province of China every year to work together on developing new designs and overseeing the production process. Their expert craftsmanship, dedication to premium quality and attention to detail is critical to us building our collections, and we hope you get an opportunity to experience their work.
WHY USE REAL FUR?
At a time where we increasingly turn to “slow” and sustainable fashion, fur has a deep and rich heritage, boasting an ancestry of 100,000 years. It is also a natural, renewable and biodegradable resource.
Friends with Frank fur pieces are made to last. The tradition of fur being handed down and restyled through generations is a nostalgic concept at the very core of our brand. We design pieces that are special to and cherished by their owners; that they will be proud to pass down to the next generation. As consumers increasingly turn away from a "throw-away" culture and look for sustainable alternatives, fur is a material that lasts.
Freedom of choice sits at the heart of the conversation about real fur. If someone doesn't want to wear fur or leather, or consume meat, they have every right to make and exercise that choice. The reverse also applies: we believe that you are not answerable to anyone for a decision to consume meat or buy fur. Life is full of circumstances and preferences that are unique to you, and decisions which are yours alone to make. Different factors such as sustainability, personal style, ethics and environmental considerations all hold different priority for each individual when we make these choices.