Baseball caps are the ESSENTIAL camouflage for a bad hair day, (or a jacked up haircut, courtesy of your
second cousin Bobbie that SWEARS he’ll hook you up for eight beans - BUT I DIGRESS.) Jump cut to the
quick with a fitted on top. Get ready to meet the publishers and barbers of Essex.
FRANK’S CHOP SHOP is the brainchild of FRANK 151, serving up cuts and caps for dapper dons and
above average joes by appointment only. The spot doesn’t loose its “around the way charm”, while catering
to the high end needs of its clientele. The walls are adorned with photographs of noted celebrities, from Mr.
Cartoon, Big Daddy Kane to IllBill. The decor is grown and classy without any souped up attitudes. TODD
NISBET of FRANK’s explains the marriage of men’s fine grooming and the fitted hat.
SF: A man walks in looking a hot mess and walks out with a tight cut and a crispy new fitted. What inspired
that concept? TN: The team over here and the majority of our network have been wearing fitteds for
years. It’s a staple item in everyone’s wardrobe - a must have accessory that completes our look.
New Era has always been the official fitted cap for years. The fit is the most accurate, and quality is
precise.
SF: What single factor do think has most contributed to the “rebirth” of the fitted cap? TN: I feel the fact that
New Era has tuned in to the market and started flipping a lot more colorways and styles than the
traditional line they had for years. Some heads are still running Navy/White Yankees caps and that’s
all they will wear. Once they were offered all Black options and other colorways on that traditional
cap, a new customer emerged, adding multiple color options to his collection. Same as Nike with the
AF1, the classic’s are solid street staples and the new packs and colorways are a must have to the
heads that have worn them for years. You become loyal to brands and styles you adopt throughout
your life. Fitteds and the baseball cap, in general, are a huge staple of streetwear and our lifestyle.
Wearing a cap that reps your city is the best way to show loyalty to your place of origin. That is a
large factor in the fitted game as well, everyone wants rep their city and/or team.
SF: The idea is a novel one. How do you maintain interest in the brand after the initial buzz dies down? TN:
Frank151 is always dropping a new issue each quarter and this will be the first location to pick them
up each time. We are also going to be dropping a lot of custom New Era styles done exclusively for
our shop. From the product side, there is a lot for our customers to stay up on. It has a lot to do with
making a name for yourself and being remembered by the world once your gone. Frank151 has left
an impact that I don’t see fading anytime soon. It’s always been an informative publication that you
can pick up for free. A product that promotes reading and expanding your world and cultural view,
very different than other brands and products on the market today.
SF: What is the classic FRANK’s CHOP SHOP cut and cap combo? TN: I’d have to say a freestyle design
from our head barber Mr.Bee. Dude is creating a new look over here and so is the rest of our staff.
We have the most talented and well rounded barbers in NYC. They don’t hesitate to get creative
when it comes to any new designs to rock with your favorite hat. Don’t think that’s all we specialize
in, these guys can cut equally well with clippers and scissors and all are skilled with the straight
razor. While were on the topic, you can call and schedule an appointment with either Mr.Bee, Chris,
or Fritz. They are down to assist you with a new look this Spring season. Our man Willis will be
joining the team this summer as well! The website will be featuring some profiles on the CHOP team
with examples of their work. Keep checking frankschopshop.com for the additional site buildout
coming shortly!
SF: Your display case promotes a less is more approach. With only 22 available slots in the wall, how do
you decide which caps make it? TN: No doubt, We’re bringing the best of the fitted game to the table
right now. We stay working closely with our advertisers and the Frank Retail Network (FRN) to scout
some of the best New Eras that are coming out.
SF: Barber talk. Isn’t it a conflict of interest to shape up a man’s head and THEN offer him a hat, which only
covers up your bread and butter? TN: Funny, cause that’s a question that is asked often, but for the
majority of our fitted hat customers it’s tradition that you keep a fresh cut and a new fitted. Its the
perfect combination, especially in the summer time.
SF: What experiences in the publishing world have helped FRANK 151 open doors on this new
direction? TN: The relationships that we use to distribute the publication have always kept us in
direct contact with the market, they’re all friends of ours and it’s a great way to pop off cross
promotions, collaborations, etc.
SF: How did Chinatown intially respond to your presence?
TN:The area is coming up ya heard, so by being down here were helping to pioneer something new.
We have strong affiliations with other shops down here like the aNYthing, gangstore and the
Kingsize bar that’s just next door.
SF: The decor of the shop combines old world craftmanship and now school tastes. What did the design
process of building the shop out involve? TN: Trial and error…lol. THis is the first time we’ve ever done
a retail design project at this magnitude. We made a lot of changes during the build out and ended
up making best use of the space. The Frank151 office is in the back of the shop, so we stay very
street level and in touch with our audience.
SF: What is FRANK 151’s approach when designing caps? TN: We like to keep it bold and straight
foward but with enough of a twist to separate us from the game. The underbills on our CHOP SHOP
and FRANK151 caps each have quotes from Ben Franklin, which adds something thought
provoking. These details makes this more than your typical fitted collection.
SF: What can we expect in the 2007 line up? TN: First, expect to see the official CHOP SHOP New Era
dropping mid April. This is the first ever cap to feature a large straight razor, an element from the
trade of barbering. We are staying true to the art throughout the CHOP SHOP product line.
The classic Frank151 cap will be released the following week, done in a traditional Navy/Whte
colorway. The underbill is Field Green like the old Yankees caps, featuring some wise words from
Ben Franklin in metallic silver embroidery. This piece is my favorite in the line, I think the emerging
business minded heads will be feeling this one.
The FDL Team Series is definitely going to draw attention also. This is a hat series built around the
concept of our retail network and distribution. For example the NY Kings is a real team of heads that
exist out here in NY.
We holla at the network to get anything we need done, from promoting parties and events, to
keeping us posted on new stores opening that should carry our publication. The team can really be
considered a group of people that know whats up in their cities, s#*t is like an underground network
of hustlers looking to advance and build with others. We are going to do a release event at the shop
before this series rolls out over the course of 6 weeks, every Tuesday following we’re slated to drop
a new FDL cap. Stay up on the FRANK151 blog for the hat release info, frank151.com
SF: Thanks for taking the time and the fresh baldy. Is this one on the house? Any shout outs? TN: First one
is on us, no problem fam. First, shout outs to our entire network of shops carrying the books and
keeping the brand alive. Second, to all the artists that have come through and showed love, Ill
Bill/LaCokaNostra, Ugod and GZA/ WuTang, Sean Price and the entire BCC, C Rayz Walz,
Filthee/Filthee Immigrants, too many artists to name…damn. Last but not least, Alife and the Alife
Rivington Club, the Ssurplus family and Marlon at SneakTip, The entire Retail Mafia, Shut Skates, my
man Neal Santos/Teamworks and Slick Rick/ Collabo and of course Pitch Control PR. And most of all
thanks to Mike and Steve Malbon, Chris Nagy, B Marvin and Detox with the vision and know how to
put this movement into effect. Thank you all!
photos: Juan Martinez of FRANK’S CHOP SHOP
www.frankschopshop.com Frank’s Chop Shop 19 Essex St. New York, NY 212-228-7442
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