In its first women’s collection, Montreal’s Frank + Oak has created a line with the potential to take on the likes of Gap or Uniqlo, if not in global reach (just yet) , then in aesthetic cohesion and cool factor.

That’s no small feat with a women’s collection of basics – Ts, shirtdresses, sweats, socks, saddle bags and some great classic outerwear like the reefer coat, the leather biker jacket and the cocoon car coat (though the targeted demographic is more likely to be found on a bicycle). Plus a couple of fun lurex pieces that are festive but not fancy.

That’s because basics are commodities – you can buy a T-shirt or sweat dress at Wal-mart and it will look much the same, but without the cool factor. The men’s collection, launched online in 2012, took off and became a Canadian phenomenon. But men’s wear is easier in that it does not vary much. Most men wear a uniform, with few digressions other than colour or pattern.

Co-founder Ethan Song described the esthetic of the women’s collection at the Montreal launch at the Mile End headquarters Thursday night: “A lot of the design is based on the silhouette, then the fabric. It’s not highly decorated. That’s what we do with men but in women we can play a lot more.”

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Ethan Song at the launch of Frank + Oak women.

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Asked how fashion differs from commodity, co-founder Ethan Song was as thoughtful and with-it as ever. His insight into the future of fashion retail has made him a star on the speakers’ circuit. The company now has 15 bricks and mortar stores and a reported 2.5 million subscribers.

“Brand is extremely important. I don’t mean brand in terms of the logo, but in terms of what the brand stands for,’’ Song said.

“Two brands can be making the exact same T-shirt but they won’t have the same feeling when you buy it.”

Cachet, I asked?

“It’s not so much cachet. We have a very specific following among more creatively inclined young people. Our women’s line is targeting that same demographic.

“The main difference, when you talk about cachet, is that nowadays cachet does not have to mean expensive. It’s just more about being specific.

“I do believe that quality of the materials matters a lot. A white T-shirt is easy to find. But every girl that I know will say that a great T-shirt is hard to find.”

The collection launches online Sept. 15 to those who have signed up at  for the pre-sale; Sept. 20 if not.

Here are some looks: