Written by Menswear Style
Frenn New Flagship Store Helsinki
Helsinki-based menswear line Frenn is known for their relaxed sophistication. Frenn celebrated their 5th anniversary by having a long-term dream come true; the first flagship store was opened in the heart of Helsinki at Fredrikinkatu last year. At the same time their brand and service concept was thoroughly refreshed with care.
Two creative professionals from Finland, Antti Laitinen and Jarkko Kallio founded Frenn in 2013 fulfilling the need to update menswear traditions with innovation and ease. They both have over twenty years’ experience in the textile and clothing industry, earning their stripes in major Finnish textile and design firms. The clothing is designed in Helsinki and responsibly hand-manufactured in Northern Europe from premium, ecologically sourced European materials. Frenn is available in France, Japan, Germany, UK, Italy and Finland. The brand was honoured with the Design Deed of the Year 2017 award and has been featured among others in Wallpaper, L’Uomo Vogue, Korean GQ, Highsnobiety and Hypebeast.
Frenn clothes may seem Nordic and simple, but they always have more to them than meets the eye. The menswear line is synonymous to exquisite, interesting materials and surprising design details meet comfortable, but always sharp tailoring skills. Freedom is the new normal and casual is the new formal.
Frenn has been dreaming of a flagship store since the beginning, and now they are proud to announce it is a reality. The new shop is in the heart of Helsinki at 24 Fredrikinkatu street. The concept store is a haven for men, with Helsinkian Kasper bags and Kämmen gloves, and Norwegian Kaibosh sunglasses are also for sale for the first time in Finland. Little by little, more items such as skincare products for men are added to the stock selection. The service concept is created with care; the store makes a point of offering relaxed personal advice and alterations service to customers – always with a cup of quality espresso. Their made-to-measure service is also newly available. The new Frenn Club was also launched together with the store opening, offering many perks for the clientele.
The brand and concept renewal, and the store design was executed with old partners from the start – the leading company in its field – Pentagon Design. Sauli Suomela and Pinja Piipponen were in charge of the store design, and the shop has a Scandinavian, calm and clean air to it. Genuine materials like wood and linen, as well as classy furniture add warmth to the space. The indigo blue wall has a resemblance to the new more colourful graphic design, designed by Jaana Puhakka.