BORN FROM OUR PASSION FOR
GUITAR AND NOMADIC TOUR CULTURE
NOT JUST A BRAND – AN UNDERSTANDING
We’ve been immersed in the music scene since the '90s — creating album artwork and clothing, producing music, promoting bands, filming artists, teaching guitar, hosting showcases, and touring. When we founded FRET12 in 2008, our goal was to bring others along for the ride by providing better access to artists and the music scene. We capture the music, stories, and techniques of inspiring players, host underground events, and create products inspired by our experiences. Something cool has happened — the people we've connected with started connecting with each other, and a community has formed.
Through design, experiences, and quality products, we capture the essence of guitar and live music culture. The imperfections of hand-drawn graphics and road-worn gear, complemented by the beautiful lines of polished instruments, the scent of a green room, sharing guitar knowledge and skills, promoting talented artists, and the ability to plug in and play with fellow musicians or talk about a show — this defines FRET12.
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WE CONNECT THE DOTS
In developing our brand, we trademarked a symbol that is universally recognized by musicians and captivates the curiosity of others. FRET12 is the halfway point on a guitar’s scale length and the double dots represent our vision of occupying the center of the community we foster – connecting individuals through our content, products, and experiences, all driven by our shared passions.
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We take pride in the diversity and culture of our great Midwest cities and embrace the patina that comes from decades of industrial use. That's why we opened our first shop in Chicago’s historic Salt Shed concert venue — the raw steel, worn concrete, and heavy timbers exude authenticity. We are energized by the tour buses rolling in from who knows where, the grit of crews weathered from years on the road, and, of course, the musicians who inspire us.
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IT'S A STRING THING ®
Our trademarked String Thing character was spawned from over a century’s worth of discarded guitar strings – the tunes live on in our mummified embodiment of music.
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WE ARE MAKERS
From day one, we've been creating content, crafting clothing, accessories, art, music, collectibles, and offering a selection of meticulously chosen home goods and other items. Our hands-on approach extends to crafting much of our collection right here in Chicago. Additionally, we collaborate with reputable manufacturers on a range of custom items.
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WE ARE STORYTELLERS
Going behind the scenes with a wide variety of musicians, we engage in up-close conversations, tutorials, and performances. We showcase our people, products, manufacturers, and customers through content created for all touchpoints.
