CONQUERING
COMMODITIZATION

Necessity is the mother of innovation as they say. It’s a common entrepreneurial story. For Frank’s, they felt they had a better pant. Just as convenient as every other pant. You still had to put them on one leg at a time. Not anymore magical that any pant on the market. They didn’t make you look 3” taller. Yes, they still needed to be washed though not a frequently, but no ironing needed. Great, but that already existed. And they cost a bit more than the alternatives. However unlike the others, they were made in America 100% from fabric to the last thread.

Pants are are kinda of like a commodity. Functional. Personal. Unless you’re model size, when you find one that fits, you stick with it (men, I’m talking to you). Then how do you disrupt with marginal product differentiation, and do it quickly on a shoe-string budget?

Content, content, content. Content is king! With nothing to lose, we created it in way that in itself broke the mold on how the industry showed pants. Our singular purpose was to be perceived as different. That we felt would raise curiosity giving Frank’s Pants a chance to have a conversation that could lead to product trial and sales. Remember the necessity is the mother of innovation thing, well it forced us to be guerrilla - like shooting a model without pants on a train platform full of commuters (a story for another day) and shooting in the belly of the city at locations that cost nothing with only a model, photographer and art director. Amazing what can be achieved when you’re unafraid to lose.