Don't Keep it Buttoned


FRAHM Jackets are a small, family run UK business who are dedicated to making the most beautiful, technical and detailed jackets on the market. Jackets that live up to the company mantra – Tough Beautiful.

We were briefed by FRAHM to create a memorable way to show their support for CALM, whilst affirming their Tough Beautiful positioning.


We wanted to design something that wouldn’t be thrown away or forgotten about. Something that would remain in the jacket as a constant reminder and maybe even a lifeline for some. Inspired by the spare button sewn into every jacket; we came up with the copy line ‘Don’t Keep It Buttoned’. Etched onto a blue button and stitched onto a care label featuring a portrait by a different artist each year. A permanent fixture in every jacket that encourages the wearer to speak up when they need some help.

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