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What is the Fray'N Release Movement?

People keep asking us questions about the Movement. How it's born, what does Fray means and why do we categorize ourserlves as a Movement. Well let me tell you a story.  In last february David and me (JP) were sitting in the coldest cold ice fishing on the Lake St-François in Quebec and we started having a conversation about our passion and what was missing around it. We quickly realized that even though fishing is really popular, there is no brand uniting everybody and providing cool apparel to fishermen. There are these large fishing vests and hats with no style but nothing to fit the younger styles. We realized there were almost no cool looking snapbacks, hoodies or shirts. We decided...

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