A Men’s Label, Born on Instagram

Two men — one in Miami, the other in New York, both passionate about suits — stumble upon each other on Instagram. They feel a connection. Mutual respect on social media turns into real-life camaraderie. They meet, they click, they draw up a plan.

A business is born.

That is the origin story of Musika Frère, a label that specializes in custom suits that often come in unusual colors or patterns, and has drawn a clientele that includes Jay Z, Michael B. Jordan, Stephen Curry, Kevin Hart and even Beyoncé.

Its founders, Aleks Musika, 32, and Davidson Petit-Frère, 27, are somewhat famous in their own right: Mr. Petit-Frère has over 200,000 followers on Instagram, and Mr. Musika more than 178,000.

“Guys in suits and guys taking pictures of themselves really didn’t happen back then,” Mr. Musika said of the period when he and Mr. Petit-Frère first started their pages, about five years ago.

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Mr. Petit-Frère said: “We had a following. We just didn’t have a product.”

The brand they eventually came up with, at a Miami public library in 2013, reflects their particularities and interests. “We take inspiration from the ’20s, ’30s, and remix it,” Mr. Petit-Frère said. “We call it neo-classical tailoring.”

Mr. Petit-Frère added, “It’s a small detail, but it’s also a big detail.”

Neither designer comes from a traditional fashion background. Mr. Petit-Frère, a native New Yorker, began working in real estate at 18. “I was wearing polo shirts and pants and square shoes to the office,” he said. “I realized I wasn’t a sharp dresser.” One of his co-workers referred him to his tailor, Badger & Welsh Bespoke, in Midtown. “As I made more money, I started to buy more suits,” he said, “and I realized my business was getting a big boost from that.”

Mr. Petit-Frère sent friends to Badger & Welsh, and he was eventually offered a line of his own, P. Frère, under the company’s umbrella. “In the beginning, I was more of an apprentice,” he said. “I learned about measuring, tailoring, the construction of suits. I learned the lingo and the history.”

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