The Fray was founded on a belief in the following uncompromising ideals, a commitment to doing things the right way, never the easy way - even when it's hard. To making things that are original and stand the test of time. To being true to ourselves - even when that truth sets us apart. We will grow our brand over time to include a world of pieces that amplifies the voices of the individuals who wear our clothes. To question everything we do and the “way things are". To make shit that matters!

We promise to always remain true to the above ideals, To stand by the same principles we started with: the easy elegance of classic British tailoring, the authenticity of streetwear, and the originality of our home city, London.