How The Frankie Shop Became Instagram’s Favourite Fashion Brand

The Debrief

Dec 7 2022 • 18 mins

In the past decade, the independent label has grown from downtown storefront to indie force with $40 million in net sales so far this year. BoF contributor M.C. Nanda breaks down how founder Gaëlle Drevet did it.


Whether you know it or not, you’ve come across The Frankie Shop. Founded by former journalist Gaëlle Drevet in 2014, the brand’s monochrome tracksuits, oversized blazers, T-shirts and cargo pants have become almost ubiquitous amongst a certain set of Instagram creators, and a staple for downtown fashion types across the globe. Over the past few years, the brand has expanded from a single Lower East Side Manhattan store front, to three (including two in Paris), inked retail partnerships with Matchesfashion and Ssense, and generated $40 million in net sales so far this year. Now, The Frankie Shop is charting its next phase of growth, with expansion into menswear and home.

“There is consistent demand — they’re not over extending themselves, which I think can be a really hard brand to toe as a brand of this size,” said BoF contributor M.C. Nanda.

Key Insights:

  • The Frankie Shop started as a multi-brand store carrying up-and-coming brands that are now industry mainstays, including Ganni and Loulou Studio.
  • Drevet soon started producing her own items. Her label took off partially because of her ability to stay attuned to, and draw in influencers with newness and keen styling — without having to resort to paid posts.
  • The brand has managed to toe the lines between cool and cheesy, high end and accessible, basic and trendy. Often, items are paired with pieces from higher end labels like Toteme and The Row.
  • The Frankie Shop operates on a drop model, which has kept it in demand and helped the independent brand grow in a manageable way without taking on additional funding.

Additional resources:

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