Big news from the booming Montreal startup: Frank + Oak, the menswear line that went from online startup to bricks and mortar, is launching women’s wear for fall.

Look for a full line of women’s fashions – tees, knits, skirts, pants, outerwear and accessories – in September. There will be almost 100 pieces, costing from about $50 to $165, says co-founder Ethan Song.

The men’s line is known for good quality, fair prices and hip but classic styling. The women’s line will be similar.

“On the women’s wear side, we’re starting from strong basics, the same as we do on the men’s side, and then modernizing them, making them a little more exciting for our customer,’’ Song said.

But the women’s line will be launched only online, and for the next while will not go into any of the stores the company now operates, he said.

The menswear stores are pretty much man caves, with services like barber shops.

“Right now, our main focus is to engage our customer. We’re going to be doing community events and retailing the product on our web site.”

Song launched the line 4 1/2 years ago with his high school buddy, Hicham Ratnani. The brand now boasts 2.5 million subscribers and 13 bricks and mortar stores in North America.

Song said the team will consider how to create a physical sense of community for women that fits their male model.

“So there is some work to be done on that side. Right now, that’s not in our plans.”

There are two reasons for the brand expansion now: the time is right in business terms, it being neither too soon nor too late to extend themselves. And in fashion, there is the move to gender neutral dressing, he added.

Song agreed that the women’s market is more competitive than the men’s.

“The woman customer is also a lot more savvy. The thing with men, in some ways they’re easier to please, but they’re harder to get into the store because they’re not as knowledgeable, don’t think about fashion as much.”

Frank + Oak’s edge, he said, will be in providing high quality product that is affordable.

“I think there’s always space for that.”

The market is saturated with fast fashion, and high-end brands abound, but women are looking for quality and good design at affordable prices.

Secondly, he said, “Everything we do around experience, like personalized shopping, recommendations that we do extremely well on the men’s side –  I think those will give us a competitive advantage on the women’s side.”

And the positioning of brand is unique, he said, in that it’s also about culture, neighbourhood feel, entrepreneurship and authenticity.

“Product experience and brand are going to play into this.”


Here’s a link to sign up for news about the women’s wear collection.