Singer-songwriter Frank Ocean may be a master at keeping a low profile, but when he does things he sure doesn’t disappoint.
After a hiatus of almost five years since his last album, Blond, he announced last week the launch of an “independent American luxury company” called Homer.
Four days after the new surprise, he hosted a huge event in New York to show off the brand’s products, handing out a 160-page catalog so beautifully put together it’s now selling on eBay for over $ 1,000.
A day later, he opened the doors of his own brick and mortar store in Bowery, New York. A visit to the new website only gives the store address, while the new Instagram account has 152,000 followers, despite not having a single post.
What is Homer selling?
Until now, the range is small, limited to only silk scarves, technical anoraks and jewelry.
The jewelry is bold, voluminous and upscale, crafted from what the catalog lists as “18k gold, recycled sterling silver and hand painted enamel,” some arriving dusted with laboratory-grown diamonds of “Homer’s state-of-the-art laboratory in America”.
Clearly aimed at the high end of the market, the rings, buckles and pendants start at $ 400 a piece, rising steadily to four and five digits to reach $ 1.8 million for the diamond-rich Sphere Legs fine jewelry necklace.
The silk scarves are brightly colored, featuring the same pattern as most jewelry, and cost $ 1,000 each, while the anoraks and technical bags are made in collaboration with none other than Prada. Given that the Italian house is very selective about who and what it lends its name to, this can be seen as a major seal of approval for Homer and Ocean.
At the launch, Ocean laid out their vision for the brand, explaining the high prices. “I didn’t want our work to be cheaper than Cartier.”
With a long-term strategy in mind, Ocean told the Financial Time why he chose to name his business after the ancient Greek poet who wrote the Iliad and the Odyssey.
“Homer is considered the father of history and history is meant to last – like diamonds and gold – and I know Homer used papyrus, but I always liked the idea of engraving it ‘story in stone. “
Update: Aug 11, 2021, 2:43 p.m.