FRAY I.D
Mash Style Lab · Japan
FRAY I.D is a Japanese womenswear brand run by Mash Style Lab. It designs feminine collections that focus on cutting and tailoring, sold through its stores and official online shop.
| Operator | Mash Style Lab |
|---|---|
| Origin | Japan |
| Category | Womenswear |
| Collaboration | UGG exclusive colours |
| Website | fray-id.com |
What is FRAY I.D?
FRAY I.D is a women's fashion brand operated by Mash Style Lab, the Tokyo company behind several Japanese womenswear and lifestyle labels. The brand designs collections around a refined, feminine image of women, with an emphasis on cut and tailoring.
Products and positioning
FRAY I.D offers dresses, blouses, knitwear, tailored jackets, trousers and denim. Seasonal collections often have a clear theme; one recent collection was presented under the title "Sophisticated Couture", and the brand has also released lines focused on high quality materials.
The brand regularly works with well known Japanese actresses and artists as the faces of its campaigns, and has released special editions with other brands, including exclusive colours with the global lifestyle brand UGG and an autumn denim collection presented under the theme "New in Denim".
Distribution
FRAY I.D sells through its own shops in Japan and through its official online store, which also carries web exclusive releases. New items are typically shown online first and then released in stores.
Why it matters
FRAY I.D is a representative of the Japanese contemporary womenswear segment, where companies such as Mash Style Lab combine celebrity campaigns, frequent drops and strong own e-commerce.
Frequently asked questions
Who owns FRAY I.D?
FRAY I.D is run by Mash Style Lab, a Japanese fashion company.
What does FRAY I.D sell?
FRAY I.D sells feminine, tailored womenswear including dresses, blouses, jackets and denim.