Fray Italy
Fray Italy is an Italian men's shirt brand whose first shirt dates from 1962. It is based near Bologna and positions itself in the upscale contemporary segment.
| Country | Italy |
|---|---|
| First shirt | 1962 |
| Founder | Lucia Pasin |
| Production | Casalecchio di Reno, Bologna |
| Showroom | Via Montenapoleone, Milan |
| Website | frayitaly.com |
What is Fray Italy?
Fray is an Italian maker of men's shirts. The first Fray shirt was made in 1962, and the company was founded by Lucia Pasin, who passed her tailoring philosophy on to her staff.
History
Franco Variale was the company's first agent and began selling the brand in Italy. From there the shirts were exported and are now sold in well-known boutiques worldwide.
Products and positioning
Fray focuses on shirts made with quality fabrics and finished by hand. It positions itself in the upscale, contemporary segment of the market. Its stated mission is: "We want every man who wears our shirts to know he is visibly elegant." The target customer is a cultured, driven, sophisticated man who sees a shirt as something to wear with style.
Locations
Production, a showroom and a representation office are in Casalecchio di Reno, Bologna. A further showroom is on Via Montenapoleone in Milan.
Why it matters
Fray is a small example of a specialist Italian shirt maker that has kept production close to its showroom base for more than six decades while selling through boutiques abroad.
Frequently asked questions
Where is Fray Italy from?
Fray is an Italian shirt brand with production in Casalecchio di Reno, near Bologna, and a showroom in Milan.
What does Fray Italy sell?
Fray sells men's shirts made from quality fabrics and finished by hand.