The story behind Canada’s most popular style subscription box
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Meet the architects behind Canada’s most popular style subscription box

The story behind Canada’s most popular style subscription box

Words— Frank And Oak staff

Launched in 2012 by high school friends Ethan Song and Hicham Ratnani, Frank and Oak was founded on principles of quality essentials and personalized experience. As a first-generation immigrant from China, Ethan understood the importance of redefining worlds and making a difference. Outfitted with a creative mindset, plus an education in Computer and Electrical Engineering, he set out to explore the intersection of art and technology to create new experiences.


Meanwhile, Hicham launched his first registered tech company while still in high school, giving way to a notable career in technology. After graduating from McGill's Electrical Engineering program he became a technology strategist at Deloitte, one of the leading professional services firms in Canada.


Today, faced with the irrevocable effects of climate change, both founders have led Frank And Oak on a journey towards sustainability. In order to minimize our footprint on the planet, Ethan has led the charge in implementing sustainability throughout our supply chain, as well as innovating other facets of the company such as packaging, and clothing donation programs. Simultaneously, Hicham plays an integral role in ensuring operations are aligned with the brand’s mission to provide environmentally conscious clothing that is ethically sourced.





In their efforts to redefine sustainable commerce, Hicham and Ethan came up with the concept of Style Plan, a clothing subscription box that sends you a curated selection of eco-friendly products right to your doorstep. Stylists and a complex algorithm join forces to bring you monthly recommendations based on your personal profile, past purchases and returns, past feedback, and availability. Style Plan also offers exclusive member pricing on our regular merchandise and, unlike other subscription services, is the only box to allow customization by the user.


By subscribing to Style Plan, not only will you look great without the shopping headache, but you will also do your part for the planet.





Here are some of our featured sustainable products:  



1. Hydro-less denim


We’ve partnered with Hydro-Less Laundry, an eco-certified facility in Dubai that specializes in sustainable denim production to implement a new, innovative, eco-friendly approach to treating denim, using less water and energy compared to standard methods.




2. High-quality cotton, harvested sustainably


Organic cotton production systems replenish and maintain soil fertility, reduce the use of toxic and persistent pesticides and fertilizers, and build biologically diverse agriculture.




3. Low-impact and recycled fibres


We're committed to using more alternative, eco-friendly materials. For example, soft and smooth Lenzing TENCEL® fibres use wood from sustainable eucalyptus plantations as their raw material. We’ve also increased our use of recycled polyester that uses the PET found in clear plastic bottles to create a fabric that prevents them from ending up in a landfill or the ocean.




Our Purpose

Designed in Canada. Made for good living. We’re dedicated to providing you with purposefully designed products, made ethically and sustainably.