Later this month, Canadian retailer Frank + Oak will officially announce what many in the fashion community are already buzzing about—a collection just for women. The Montreal-based fashion house that started out online in 2012 has since expanded to 12 brick-and-mortar locations throughout Canada and three in the US. While women haven’t shied away from shopping the men’s merchandise, until now the brand has focused solely on men—an underserved market in the Canadian retail landscape.
Frank and Oak’s service and content quickly established the company as a favourite among urban millennial males. Now they’ll test their recipe on women with a fall collection that includes a range of easy-to-wear tops, bottoms, dresses, outerwear, and accessories retailing from $50-$165.
“When we look at the female audience, we aren’t looking at the girlfriend of someone who is already buying from us,” Ethan Song, the co-founder and CEO of Frank + Oak told WWD. “We are looking at a certain lifestyle and trying to figure out how do we create functional products for them.”
Starting in early September, the women’s collection will be available online exclusively to those who signed up for the pre-sale in advance (pssst you can still sign up here). Also in September, expect their women’s fall lookbook and their first fashion show.