How FRET12 Connects Guitar Gear, Handmade Clothing, and Rising Artists

FRET12 is difficult to place in a single clean retail category, which seems to be the point. The Chicago company sells guitars and pedals, produces instructional content, makes clothing in its own studio, and films rising musicians through FRET12 Sessions. The String Thing sits in the middle of all of it. The mummy-shaped mascot is [...]