n this lavish full-color volume featuring 225 photographs, Taavo Somer, the creative mind behind Freemans, the iconic New York City restaurant, barber, menswear shop, and bespoke tailor, reveals the creative process behind the development and design of the "rustic-luxe" and holistic approach of this cultural phenomenon and pioneering brand.

Nestled in a secluded alleyway off Rivington Street on Manhattan’s Lower East Side, Freemans Restaurant is an oasis of calm, beauty, and exquisite food in a crowded, chaotic city. Founded by Somer—one of the defining figures in the New York social and design culture for more than a decade—this one-of-a-kind eatery with rustic décor has redefined New York dining since its opening in 2004. A dozen years later, Somer’s vision has extended to other eateries and bars such as his restaurant, ISA, in Williamsburg, which references 1970s California, and the Rusty Knot, a nautical-themed dive bar in the West Village, as well as a men’s clothing line and bespoke tailoring services, a barbershop model that has been emulated the world over, and an organic approach to interior design that speaks to the soul.