FRÈRES

What FRÈRES does

FRÈRES is an Argentine men's apparel and accessories brand founded in 2016 and headquartered in Buenos Aires (Palermo). The company designs, produces, and sells a 145-product catalog spanning t-shirts, shirts, hoodies, pants, footwear, and accessories to style-conscious Argentine men under the "Bon Vivant" cultural positioning, with a strong "Hecho en Argentina" (Made in Argentina) manufacturing narrative.

The business operates a direct-to-consumer model anchored on a Shopify-based e-commerce storefront and the Cabrera Store flagship showroom in Palermo, with international shipping now extended to a broad set of countries. Supporting infrastructure is conventional for an SMB fashion brand: Mercado Pago for payments, Judge.me for product reviews, and WhatsApp for customer communication. The catalog is organized into multiple brand destinations including the seasonal SS27 fashion line, the ETERNOS permanent basics sub-brand, the Refugio de los Bon Vivants diffusion line, and the Cabrera Store retail concept, with a content layer through the Tiempos de Frères editorial journal and Club de Bon Vivants newsletter.

Commercial mechanics include ARS-denominated pricing (t-shirts ~ARS 39,000-45,000; hoodies ~ARS 95,000-120,000; footwear up to ~ARS 175,000), 6 interest-free credit-card installments, a 10% bank-transfer discount, and gift cards. Production is described as "thousands of garments monthly," manufactured domestically in Argentina. The company is bootstrapped and founder-owned by Ramiro Giri and Lautaro Rodríguez, with no disclosed external funding, revenue figures, or distribution beyond its own channels.

Name

FRÈRES

Legal name

FRÈRES

Website

https://freres.ar

Company type

Private

Founded year

2016

Operating status

Operating

Headcount range

1–10 employees

Short description

FRÈRES is an Argentine men's apparel and accessories brand, founded in 2016 in Buenos Aires, that designs and manufactures its own clothing line for style-conscious Argentine men and sells it directly to consumers through a Shopify e-commerce site and the Cabrera Store flagship in Palermo.

Ownership category

akta.pro rank

Product category

Men's Apparel

NAICS

Clothing, Clothing Accessories, Shoe, and Jewelry Retailers (458), Shoe Retailers (45821)

SIC

Retail-Apparel & Accessory Stores (5600), Retail-Shoe Stores (5661)

akta.pro industry

PRIMARYCRAAABAC

Men’s Apparel Retail

Consumer Products & Retail/Apparel, Footwear & Accessories/Apparel Retail (Specialty & Mass)

SECONDARYCRAAADAB

Casual & Lifestyle Footwear Retail

Consumer Products & Retail/Apparel, Footwear & Accessories/Footwear Retail

Keywords

• Men's apparel
• Menswear clothing
• Made in Argentina
• Casual clothing
• Wardrobe essentials

Headquarters

HQ city

Comuna 14, Buenos Aires Autonomous City

HQ country

Argentina

HQ region

Latin America

Offices1 record

Markets served

GTM type

B2C

Offering type

Hardware or Manufacturing

Cost components

Supply Chain, Operations, Personnel, Marketing or Sales, Infrastructure

Revenue model

1. Apparel Sales: Direct one-time product sales of men's clothing and accessories through e-commerce and retail. Revenue generated from t-shirts ($39,000-$45,000 ARS), shirts ($90,000-$93,000 ARS), hoodies/sweaters ($95,000-$120,000 ARS), pants ($85,000-$110,000 ARS), footwear ($106,000-$175,000 ARS), and accessories ($30,000-$60,000 ARS).

Pricing tiers

Go-to-market motion1 record

Distribution channels3 records

Marketing channels4 records

Core offering

FRÈRES is an Argentine men's clothing brand that designs, manufactures, and sells menswear including t-shirts, shirts, pants, jeans, shorts, sweatshirts, hoodies, blazers, outerwear, footwear, and accessories. The brand operates through its own Shopify-based e-commerce platform (freres.ar) and a flagship retail showroom (Cabrera Store) in Palermo, Buenos Aires, producing thousands of garments monthly with 100% Argentine manufacturing. The brand targets style-conscious Argentine men ('Bon Vivants') seeking versatile, quality wardrobe essentials.

Product overview

FRÈRES is an Argentine men's clothing brand founded in 2016 by Ramiro Giri and Lautaro Rodríguez. The company manufactures thousands of garments monthly in Argentina, offering a comprehensive menswear collection that includes t-shirts (Remeras), shirts and polo shirts (Camisas y Chombas), sweatshirts and hoodies (Buzos y Hoodies), pants and jeans (Pantalones y Jeans), shorts (Shorts y Bermudas), footwear (Calzado), accessories (Accesorios), blazers, and outerwear (Abrigos y Sweaters). The brand operates sub-brands including ETERNOS (timeless basics), Nuevos Ingresos (new arrivals), and Sale (discounted items), plus Gift Cards. Products are primarily made in Argentina with materials including cotton jersey, combed cotton, fleece, linen, and leather. The brand targets 'Bon Vivants' - men seeking stylish, quality everyday clothing.

Differentiator

Problem solved

Functional benefit

Brands

• ETERNOS: A permanent collection line of timeless basics that are not seasonal and return regularly.
• SS27 (Un lugar como acá)
• Refugio de los Bon Vivants
• Cabrera Store

Products and services

• Remeras (T-Shirts) Basic and graphic t-shirts in various fits (regular, oversize) and colors, made from jersey cotton and featured in special collections. For style-conscious Argentine men seeking quality everyday basics.
• Camisas y Chombas (Shirts and Polo Shirts) Short and long sleeve shirts in cotton, linen, and piqué, including short-sleeve patterned shirts, striped shirts, and polo-style chombas. For men seeking versatile smart-casual wardrobe options.
• Buzos y Hoodies (Sweatshirts and Hoodies) Crewneck and hoodie sweatshirts in styles such as 'Rústico Logo', 'Crewneck Frères', 'Crewneck 70s', and zip-up hoodies, made from rustic cotton and fleece. For men seeking casual everyday outerwear.
• Pantalones y Jeans (Pants and Jeans) Sartorial pants, jeans in regular, wide, and carpenter fits, plus casual pants including lightweight denim and linen options. For men seeking versatile bottoms for casual and smart-casual wear.
• Shorts y Bermudas Casual and sartorial shorts including patterned shorts, denim bermudas, rustic shorts, and tailored bermudas in various colors. For men seeking warm-weather wardrobe options.
• Calzado (Footwear) Leather shoes including 'Borcegos Negros' (chukka boots), 'Mocasín Clásico Cuero' (loafers), and 'Suecos FR' (clogs) in various colors. For men seeking leather footwear complementing casual and smart-casual looks.
• Accesorios (Accessories) Accessories including baseball caps ('Gorra de Béisbol FR'), belts in gamuzado, leather, patent leather, and braided styles, card holders ('Tarjetero'), wallets ('Billetera Oslo'), and steel bracelets ('Pulsera de Acero'). For men completing their everyday look.
• Blazer - Rayado Crema Relaxed-fit blazer in cream with fine stripe, featuring notch lapel, two buttons, and patch pockets; unstructured shoulders for a casual sartorial look. For men seeking versatile smart-casual tailoring.
• Abrigos y Sweaters (Outerwear and Sweaters) Outerwear including denim jackets ('Campera de Jean'), sweater styles (universitario, con cierre, Sierra), 'Polera Esencial', trench coats, and sport outerwear ('Camperón Deportivo'). For men seeking seasonal layering pieces.
• ETERNOS (Timeless Basics) A permanent collection of timeless basic essentials that are not season-specific and return regularly, including core t-shirts, sweatshirts, jeans, and accessories in fundamental colors. For men seeking year-round wardrobe staples.
• Gift Card

Quantifiable outcome

• Founded 2016, grew from 3 jeans to thousands of garments monthly

Segments2 records

Ideal customer profiles1 record

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration3 records

Scale indicators3 records

Recent moves5 records

Expansion highlights5 records

Direct peers

• Kosiuko: Long-standing Argentine apparel brand selling casual menswear and lifestyle basics in a similar price band. Directly comparable on geography, customer base (Argentine style-conscious men) and DTC + physical-store retail model.
• A.Y. Not Dead: Argentine contemporary fashion brand with strong menswear presence and a similar local-brand, culture-driven positioning. Comparable on target customer, product mix and omnichannel DTC strategy.
• Rapsodia: Argentine fashion brand known for lifestyle apparel and accessories with a similar 'brand-as-culture' approach. Comparable on Argentine identity-driven positioning, premium pricing and DTC + retail model, though broader womenswear skew.
• Montagne: Casual/outdoor-inspired apparel brand with strong distribution in Argentina and regional presence. Comparable on casual menswear product mix and mid-premium price positioning.
• Viamo: Argentine menswear basics brand focused on wardrobe essentials. Comparable on target customer (style-conscious Argentine men), basics-led assortment and DTC-first distribution.

Broad incumbents

• Zara (Inditex): Global fast-fashion incumbent with a large physical and online presence in Argentina. Competes for the same menswear wardrobe-share but at a much broader scale and lower price points, defining the competitive ceiling for FRÈRES.
• Uniqlo: Global basics-and-lifestyle incumbent expanding in South America. Closely comparable to FRÈRES' ETERNOS-style evergreen core, though at vastly larger scale and with stronger supply-chain economics.
• H&M: Global fast-fashion retailer with broad Argentine footprint. Directly competes for trend-led, value-priced menswear and sets the baseline against which FRÈRES' premium positioning must justify itself.
• Mango: European mid-market fashion brand with significant LatAm and Argentine presence. Comparable on smart-casual menswear assortment and aspirational-but-accessible price positioning.

Others

• Falabella: Major LatAm department-store retailer operating in Argentina. Not a direct competitor, but a key omnichannel distribution and competitive-context reference for menswear brands selling in the region.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat3 records

Key risks6 records

Key highlights6 records

Customer concentration

• Instagraminstagram.com/freres
• LinkedInlinkedin.com/company/freres-ar

Revenue estimate

Valuation estimate

Number of profiles

Profiles2 records

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about FRÈRES