I THE BON VIVEUR

MILAN FRERET

Milan Freret originates from a series of journals documenting its creator’s time spent working as a Restaurant Sommelier. The name is derived from his New Orleans childhood home which sits at the corner of intersecting streets: Milan and Freret. In the memoir, he details moments that revived memories of a city tradition.

“Though most guests were accustomed to the art of fine- dining, there were only a few that expressed a preference for superlative wine. By request, I would spend the evening skillfully pairing a different wine with each dinner course. These experiences would attract attention from nearby diners as the guests grew increasingly excited with every pairing. As they drank and laughed, they became indifferent to all matters beyond their table. Their only objective was to preserve the moment. I would often be invited to participate in the final toast as a display of camaraderie. We raised our glasses to celebrate family, friends, and a good time—in case it was the last time. Such experiences have re-shaped my perception of wine.”

The brand sources inspiration from the New Orleans tradition, Mardi Gras, in which celebrants unite in one final night of indulgence. It evokes the idea that life is a jamboree where the most fulfilled lives are those with the greatest stories to tell.

Milan Freret employs a celebratory culture to present a space in which the storytelling of wine and design co-exist. Through the use of functional material we present a refined exposition of graphic wear.