French Brand Soeur Relaunches Frère Menswear Line
The fashion label returns to the men's market with a new multi-seasonal collection.
Updated on Oct. 29, 2026 in Men’s Clothing
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French womenswear brand Soeur has officially relaunched its menswear line, known as Frère. This return marks the first time the company has offered a men's collection since 2024.
Why it matters
The brand plans to shift toward a new strategy by releasing a multi-seasonal Frère collection once per year. This relaunch broadens the reach of the retailer beyond its traditional womenswear focus.
The collection features prices starting at £85 for a cotton T-shirt and reaching £560 for an oversized parka. Products are sold through the Soeur website and physical stores in London, Milan, Paris, Amsterdam, and New York.
The players
Soeur
Soeur is a French fashion brand recognized for its womenswear and recent expansion into global retail markets.
Frère
Frère is the menswear division of the French brand Soeur that has been reintroduced as a seasonal clothing line.
The details
The relaunch follows the company's expansion into a 2,100 square foot flagship store on the Marylebone high street in London, which opened in November 2025. While products are available internationally, Paris serves as the home to a dedicated Frère retail location.
Timeline
The Frère menswear collection was last available to consumers in 2024.
Soeur opened its London flagship store on Marylebone high street in November 2025.
The new Frère menswear collection officially launched on October 28, 2026.
Culture Shift
The brand's move to a single annual multi-seasonal release reflects the retail industry trend of seasonal collection drops used to manage inventory. This approach allows labels to streamline production cycles while maintaining consumer interest throughout the year.
Shoppers can now access the menswear collection online or visit dedicated retail locations in select global cities including London and New York. The move marks a change in retail availability for men seeking the brand's apparel after a two-year hiatus.
The takeaway
The relaunch of Frère represents a strategic pivot for Soeur as it balances its established womenswear presence with a new annual menswear cycle. Consumers should note that the line is now available in both physical storefronts and digital channels across multiple international markets.
Further reading
Explore the latest developments in Men’s Clothing.
Source note: This article includes information reported by Drapers.
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