Frank + Oak arrived in DC in November, bringing moderately priced menswear in easy-going styles to The Shay development in Shaw. But soon the brand won’t just be a go-to for men’s printed popovers and suit jackets: in the fall, Frank + Oak plans to launch a line of womenswear.
They’re not the first to start with menswear before branching into women—companies like Rag & Bone and Paul Stuart have successfully done so—and it seems to be a sensible business choice for expanding their target demographic.
“The goal is to build connections with communities of independent, passionate, and creative women by providing considered style and a memorable shopping experience,” says Frank + Oak’s CEO and creative director Ethan Song. “Frank + Oak is looking at a certain lifestyle and trying to figure out how to create functional products for these women.“
The “functional products” they plan to market include t-shirts, blouses, skirts, dresses, pants, sweaters, accessories, and outerwear, most of which will fall in the $50 to $165 range. To start, personal shopping services will not be available for women, though Frank + Oak is considering adding it down the line. The women’s line will also not be available in-store right off the bat; rather, it will be sold online via the Frank + Oak website. But though the women’s line won’t be in the same full force as their menswear right from the start, Song says that selling womenswear has been a goal for a while.
“[Frank + Oak] realized that they already had a number of female customers that were shopping with them before and so they wanted to offer them products; it was never a question of ‘if,’ but more a question of ‘when,’ and that time has finally come,” he says.