Madewell has chosen French-American indie-pop duo Freedom Fry as the musical component for its six-city “Denim Forever” tour, which began last month. Parisian-born Marie Seyrat and Bruce Driscoll met in 2011 when Seyrat was a stylist for a video that Driscoll was shooting for his other brand, Blondfire. That the two are telegenic doesn’t hurt either; Seyrat looks like a young Lindsay Wagner while Driscoll bears a resemblance to Dave Grohl.
Seyrat and Driscoll, who are married, have licensed songs for more than 15 spots in the past year, including placements on Netflix’s “Love,” from Judd Apatow, “Grey’s Anatomy,” and fashion brands such as Lanvin.
With the Madewell tour wrapping up at the end of the month, Freedom Fry has been thinking about its next gig. The group on Tuesday released an acoustic version of “Shaky Ground” on Impose; the track will be available through digital retailers on Friday.
Madewell’s “Denim Forever” event meshes music with recycling, courtesy of Blue Jeans Go Green, chain stitching by the Austin-based collective, Fort Lonesome, and emoji-themed pins from Pintrill for customizing purchases.
“Playing [Madewell’s] events weekend after weekend has been such a fun vibe,” said Driscoll. “The crowds that have come to the events have been really connecting with the music, which feels good. We weren’t sure at first if people would dance in brightly lit stores, but so far, people have been getting down at every single one. Philly and Boston will hopefully be the same. The free wine definitely helps.”
Madewell saved two of the biggest cities on its roster for last — the “Denim Forever” tour will roll into Philadelphia on Saturday and Boston on Sept. 24. In between the last two dates, Freedom Fry plans to make a stop in Brooklyn for a free School Night show on Sept. 19 at Baby’s All Right.