Meet Gregory Coachman | Founder/Lead designer (I go by the name Freddie, not Gregory)

We had the good fortune of connecting with Gregory Coachman and we’ve shared our conversation below.

Hi Gregory, what habits do you feel helped you succeed?
The first I wouldn’t say is a habit but more like a personality trait. Resilience. This isn’t an easy business and very little of it has anything to do with how good or bad your designs are that determine if you’ll succeed or fail. So it’s better to not take it so hard or personally when something you produced isn’t received well by the public. Marketing, timing and relationships play a huge part when it come to the business part of fashion. But as far as a habit. I’d say consistency. Always find yourself doing something for the brand, especially on the marketing end. There’s multiple ways to market one product, so never think your job is finish after the initial campaign and launch of a product. Keep coming up with more ideas and execute them. Theres a chance the last 99 didn’t resonate with many, but the 100th one may be the spark that gets the fire going.

Let’s talk shop? Tell us more about your career, what can you share with our community?
I’m a clothing designer. My main focus when I create is the silhouette and fabrics of a garment. I consider myself a maximalist but in a refined way if that makes any sense. Lol. The exaggeration of shapes in my designs are what makes the person wearing it standout. I want strangers to see someone wearing Freddie Frances and say to themselves “Why is that persons jacket or pants sitting like that, there’s something extra about that piece. I need a closer look or to try it on”.
I’m proud Freddie Frances has been able to grow and stand on it’s own without the direct association with me as the founder/designer. The brand is far more popular than me and that has been my goal from day one. This brand is bigger than one individual and their ego. The goal is to employ and set up opportunities for others in this creative space. Present ideas whether they’re mine or others I am intrigued by and believe in, to the world. I’m most excited when I’m out in public and I see someone wearing Freddie Frances and they have no clue it’s my company. After this interview that may change though. Lol.
It was far from easy getting where I am today. My design background started off in homes. I would rehab distressed homes back to liveable habitats in the inner city. I fell in love with the design aspect of it and that became my main focus. Naturally came up with my own aesthetic in that space by doing what made me feel good and at ease in a home. I had to feel like I’d want to live there. It couldn’t just be about what was selling and trending at the time. And I take that same approach with design in fashion. I have to feel good looking at someone wearing my designs as want to wear them myself. Transitioning careers I had to take a major pay cut and take jobs that I felt I was over qualified for. I did it to learn, I wouldn’t say I humbled myself, but I grounded myself. Bc there were never doubts I was going to do bigger, better things. I was sure of it and that’s not top sound motivational, it’s just what I knew based on all the behind the scenes extra work and effort I was putting in. Sometimes you’re going to hear from people what you’re not or your ideas aren’t good enough. Sometimes it’s true at the moment, bc we have to improve and evolved which is ok, but don’t allow those ppls opinions deter you. I couldn’t allow that. I locked in, did my research, most was fashion research, others liefstyle research, still discovering who I am and what I wanted the brand to represent. That’s what makes Freddie Frances different from any other brand. Everything is based off of my lifestyle from my teenager years til now. My lifestyle and everything within it. Those are the references. I order to duplicate it and have it be authentic you’d need to study my life from start to finish. and in that case I think that person should be a journalist or movie director bc it’s obvious their interest and talents are someplace else. Lol.
I’d love the world to know. Myself and Frances Frances is ever evolving. Nothing stays the same. The more we discover the more we add or subtract. We are far from our final form. I was asked recently do i think I’ve reached my final form, I answered yes. that persons reply was “No you haven’t. leaders never reach their final form”. That totally changed my perspective.

Any places to eat or things to do that you can share with our readers? If they have a friend visiting town, what are some spots they could take them to?
I spend most of my time and live on the east side of Los Angeles. I pretty much stick to spots and neighborhoods there.
I have to take everyone to Millies for breakfast when they visit. Anywhere else I go for breakfast is just to break up the monotony. If I want something quick, I always opt out for HomeState for breakfast tacos. Los Angeles has one of the best vintage scenes on the planet. so I would hope they’d be here during one of the Markets I enjoy. My favorite is the Long Beach Market. Imagine Rosebowl market but far less overwhelming. Incredible vintage furniture and clothing vendors throughout. Some of my favorite people to talk to about clothing and home design are vendors there. I usually go to specific coffee spots for two reasons. My fix of caffeine and also I’m bound to run into friends there and usually find out what’s going on the remainder of the day (my social life is really random and never planned out). One of my favorite for that is Maru coffee in the arts district. One of my favorite things about there is the clothing store discreetly placed behind glass mirrors, named Departmento (recently opened new location and will reopen this location soon) they’re in my opinion the best store in Los Angeles for high end fashion.
Black Market Flea is another one I’d have to take someone visiting. It’s a flea market of black owned brands and companies, from clothing to jewelry, food etc…It always turns into more than just a market (although I highly encourage ppl to buy something while there) The DJ’s are always great and theres usually notable musical guest who show up to perform.
Another one of my favorite once a month events is VIM. It’s a once a month party thrown by 3 incredible creative stylish guys, Ebichi, K.O. and Obi.
Dinner spots I frequent and would take someone. Night + Market Song, Thai food with great wine list. Daikokuya in Little tokyo is my go to for Ramen. Gra is a go to for me for wine and pizza. I like to take people to Mirate. Great for dining and hanging out. Go to for drinks for me has been Bar Stella for the longest. so I’d take vistors there. Capri Club is usually a good time as well.
Sounds like I just took you guys on a date. Lol.

Who else deserves some credit and recognition?
I’d like to dedicate this interview to my Mother & Son. They’re my main purpose for wanting the most for myself. To God, for giving me the ideas for my designs and the ability to see them through. I’ve never really had a mentor, but have always been an observer. So i’d like to dedicate this to all people who I have encountered and influenced my vision, especially the youth. Ya’ll are my biggest educators.

Website: https://www.freddiefrances.com

Instagram: @freddie.frances