05/08/2026
🍬 People sometimes ask what success looks like for a small brand.
Growing is part of it, of course.
But some of the moments that stick with you are much smaller than that.
Seeing the same name pop up again for a second jacket. Then a third.
Spotting someone wearing a FRAHM when you’re least expecting it.
A message saying a jacket's become their favourite.
Someone pointing out what we could do better. Then doing it.
Or always eating Wine Gums on every shoot. Which I’ve just realised we didn’t do in London last week. ARGHHHH.
The nice thing about being small is that nothing disappears into the background.
We read every message. We notice patterns. If the same jacket keeps coming up in conversation, or we hear the same suggestions, we pay attention.
This is founder Nick and in Valencia, January 2024 BTW. That was a goodie.