Traditional craftsmanship and expertise for the kind of quality that only skilled artisans can produce. A process repeated infinitely, in which every shirt is always identical, down to the tiniest detail.
Elegance, total quality, and rigorous hand-finishing: a well-tailored shirt is an asset that no fashion trend has ever surpassed.
Quality fabrics. Quality in the details. A quality finish.
The FRAY mission: “We want every man who wears our shirts to know he is visibly elegant“.
The FRAY tradition
The first FRAY shirt was sewn in 1962: a work of art, painstakingly finished down to the last detail. At that time, artisanal trades were seen as an expression of manual skill, which is why care, dedication and the final result were all vital objectives. Today, 50 years on, none of that has changed. There is the same attention to detail and the same quest for perfection, down to the tiniest of particulars. A philosophy that reflects the finest sartorial tradition transmitted by the company’s founder Lucia Pasin to all the staff who have worked with her over the years.
The brand in Italy
The showroom in Via Montenapoleone, Milan Positioning the Fray brand in a high-end, contemporary segment of the market has always been a primary objective and was a clear-cut commercial decision right from the very first years in business, when the company’s first agent Franco Variale began selling in Italy. “The Fray customer is a cultured, enterprising, sophisticated man who thinks of a shirt as a second skin to be worn with style”. Today, Fray has a showroom and representation office at its production facility in Casalecchio di Reno, Bologna, and in Via Montenapoleone in Milan. Its shirts are exported all over the world.
The brand worldwide
For several decades, Fray shirts have been worn by sophisticated men all over the world, as they are displayed in well-known boutiques. “Our company is looking to consolidate and grow, attentive to maintaining the distinctive features and profile of the brand not only through the quality of its products, but also through communications that strengthen its public image“.