Our Story

The Frock is not just a clothing brand; it's a culture. It embodies an outlook, an attitude, and a way of life. Our collection recognizes that a woman shouldn't have to compromise her sense of self, values, or confidence to look good.

We design minimalist pieces built to last and transcend trends. Our ethos is woven into every garment, resulting in thoughtful products that provide the option for more coverage, depending on how you wear and style them.

The Frock look is unmistakably recognizable. With a simple, foundational approach to building a wardrobe, our pieces exude elevated style, a cool attitude, and ease of wear. Each piece stands on its own or seamlessly adapts to life's ever-changing pace. The Frock unites women through fashion, forging a bond that celebrates individuality while nurturing a sense of community and unity.

MEET YOUR CREATORS

Sisters Chaya and Simi are the design duo behind The Frock NYC. Born and raised in Australia, they share a unique fashion sense influenced by the easy-going surf culture of the beaches of Sydney, and their upbringing in an orthodox Jewish home. Above all, they were motivated to explore their love affair with style, and experience the fashion world up-close.

As soon as Chaya and Simi arrived in New York, they began scouring boutiques and second-hands stores for clothes that fit the modesty standards of their faith, and their own high-fashion tastes. The sisters built a reputation for striking this delicate balance with an approach that’s both distinctive and seemingly effortless.

Women from the Jewish community and beyond caught wind of their fashion acumen and encouraged the duo to share their unique taste with the world. In September 2010, the pair rented out a space to open their first pop-up shop, The Frock NYC. They quickly built a loyal following of women looking to shop in a vibrant, social atmosphere.

Influenced by their life experiences as mothers, entrepreneurs, and fashion lovers, Chaya and Simi combine a relaxed, easy-to wear vibe with a high-end aesthetic. Their designs are infused with personality, imbued with their shared spirituality, and inspired by the beautiful clothing they see on the streets of NYC everyday.

Today, Chaya and Simi continue their journey to empower customers with unique modest designs and the connection they have created within the growing community of women they have built. Chaya and Simi are as passionate as ever about putting an unexpected, fashionable spin on modest dressing.