The Frankie Shop’s Winning Formula

Trying to figure out what clothing will sell in the future is like reading tea leaves. That being said, one classification of clothing that won’t ever be démodé is practical, versatile, well-made distinctive wardrobe basics. They provide a blank slate and allow for personalization and individuality.

The market is flooded with endless iterations of updated workwear, from the low to the very high end, with price tags that go well into the four figures. The Frankie Shop, founded by Gaelle Drevet in 2014, is priced somewhere in the middle. But nothing is middling about the timeless designs that mix Parisian sophisticated with NYC downtown cool.

Many of Ms. Drevet’s loyal customers, like Pernille Teisbaek and Camille Charrière, are top-tier influencers and fashion tastemakers. They routinely share the Frankie Shop items they’re wearing on social media. This has helped make them a highly sought after fashion brand. But, the appeal of these clothes is multi-generational.

Ms. Drevet, 46, was born outside Lyon, France. She was originally a TV producer at ABC news but always loved fashion. On frequent business trips to London, Ms. Drevet discovered Portobello Road, the world’s largest antique market with over 1,000 dealers selling every kind of antique and collectible. This inspired her first business venture, the popular e-commerce site, Pixie Market, which she has since sold. Paris and New York are the two cities Ms. Drevet calls home. And the two cities where she has a shop.

The New York Frankie Shop is located at 100 Stanton Street on the Lower East Side, 212 253 0953. Due to COVID-19, it is currently closed, but they hope to reopen on May 28th. The Paris outpost, located at the heart of the Marais on Rue Saint-Claude, has been called “the most New Yorker brand in Paris.” They are back in business and respecting all the measures to keep their staff and customers safe.

Both multi-label boutiques feature a curated selection reflective of Ms. Drevet’s relaxed “sporty chic” personal style, which she refers to as a bit tomboyish. Well cut blazers, high waist pants, jumpsuits, and perfect cut t’s form the basis of Gaelle’s daily uniform, and these are just some of the items that fill her stores. Gaelle cannot keep the $75 sleeveless Eva T-shirt in stock. With its simplicity, relaxed fit, and slightly padded shoulders, this has become a coveted item.

Ms. Drevet stocks a mix of unique objects, notebooks, candles, and beauty products. In addition to her own Frankie Shop brand, Ms. Drevet works with independent designers and local artisans from around the world to source the unique, beautiful, and natural. She carries exclusive pieces from under the radar but on the pulse American designers such as Rachel Comey, Karen Walker, and Rodjeber.

Her international selections are from Denmark (Rila Studios), Korean, Russia, Ukraine, Australia, Spain, among others. Gaelle wisely produces in small amounts and restocks according to customers’ responses. Hence, you will sometimes see “back in stock” written on her website’s most in-demand items.

Sustainability is important. To fight against the overflowing of plastic bottles and their long term pollution, Ms. Drevet created an artists’ series of reusable, biodegradable cans designed by her favorite artist friends. They include Brianna Lance, Rebecca Dayan, Helena Christensen, Pamela Love, Irina Lazareanu, and Sean Lennon. Each one is $38, and 100% of the proceeds from the sale go directly to the No More Plastic Campaign. Scattered throughout the store are 100% cruelty-free high-end fake furs. #8

The Frankie Shop recently launched an exclusive edit on Net-a-Porter, www.netaporter.com. Ms. Drevet hopes to have more collaborations with other e-commerce destinations to help grow her global reach.

She plans to open a warehouse based in Europe, which would keep the shipping fees down for her European customers and more brick and mortar shops. These are challenging times for fashion merchants, but it seems that Gaelle is on the right track.