The goal of creating a “Renaissance man” in the current men’s fashion industry drives New Orleans store owners Frank D’Amico and Jacques Couvillon to provide a distinctive shopping experience in their men’s outfitter Fraques. 
A small boutique tucked away in the Warehouse District of New Orleans, Fraques is the culmination of two men’s love for fashion and art, which has sprouted into a men’s clothing store aimed at helping men become more cultured while dressing accordingly.
Fraque’s mission is “to empower individuals to create their own concept of life and liberty while in pursuit of their happiness,” according to its website. 
Couvillon said the general motto is to “create you,” meaning the store will use experience and expertise to help guide men into a style they want to convey, but it is ultimately up to them how they choose to do that. 
Most of the clothes sold in the store, at least this season, are typically lightweight, high-end men’s casual clothes as well as a number of blazers and accessories combining to create a stylish but comfortable ensemble.
Couvillon said most of the accessories are encouraged to be bought in a package so they fit in a certain style and pattern group.
Fraques is currently partnering with designers in its month-long event “Marché aux Fraques,” offering limited-time products such as women’s jewelry and apparel as well as used books, art and recycled fashion items.
The store is also selling women’s black and white shirt dresses inspired and adapted from men’s button-up shirts.
Couvillon said the event is based off the theme of a French flea market in Paris, usually containing little booths of antiques, clothing and home goods.
“Marché aux Fraques” also features pieces by New Orleans based jewelry supplier Jess Leigh Jewels that takes recycled pieces of jewelry to make new, original pieces, he said. 
This event is part of a larger strategy to create a more personalized experience, and monthly events are one way they accomplish that goal, he said. Other aspects of customer relations are much simpler like offering a shopper a glass of wine and a comfortable place to sit and discuss fashion or art. 
Part of its website includes “Fraques Tips” to may help coordinate accessories or describe the new silhouette for spring. 
“This is not just a clothing store,” Couvillon said. “It’s just a store to help build a Renaissance man … a well-rounded man that knows about art, architecture, design or travel, and it doesn’t necessarily have to be
highbrow.”  
Though he and his partner D’Amico are sometimes radically different in their ideas and vision, Couvillon said their distinct personalities combine to offer an interesting collaboration in the store. 
While most of D’Amico’s experience is based in management, real estate and law, Couvillon said he is also extremely artistic and brings a more
“everyday man” aesthetic to the shop. While on a slightly opposite end, Couvillon offers his experience in high fashion as well as European influences to the table.
At the end of the day, it never comes down to one man’s opinion or view reigning supreme because Fraques is a combination of the both of them, and they are equal in position and ownership, Couvillon said. 
Couvillon and D’Amico met in college in Lafayette and, after going their separate ways for several years, they finally ended up working again in Louisiana where they ultimately decided to become business partners and share ideas.
“We don’t want to just sell clothes, we want to help make you the best man you can be,” Couvillon said. “We want to create you.” 
Perhaps the best way to describe their relationship as business partners is exemplified in the story of how the Fraques logo was created. 
Growing up on a farm in Cow Island, Louisiana, Couvillon said there was a large cow skull in the back of the house that he decided to bring back to D’Amico, who covered the skull in moss and inserted fake eyes that light up when plugged in. After experimenting with light painting, the two adopted the cow skull as the logo.
It was a significant moment because the skull project was representative of the two different cultures and backgrounds coming together to create art.
Fraques has become something more than just two individuals, and D’Amico said it is now an attempt to facilitate more out of life for everyone that walks in the door.
“I think what we’re trying to bring is individuality and giving people the confidence to wear something and feel good about it,” D’Amico said.
You can reach Michael Tarver on Twitter @michael_T16.

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