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For this CALI FAM we met up with FRÉNE (@frenedesign)! Maybe you recognize her face from our Fall/Winter Lookbook!? As an upcoming designer we wanted to speak more about how it all started, favorite moments and garments, and of course the future!

 

1. Tell us all about FRÉNE!! How did it start?

The first sewing machine I ever owned was passed on to me from my grandmother. Back then I lived in Copenhagen, worked a 9-5 job and spent every hour I had left of the day on the sewing machine to kind of deal with the loss. My grandmother loved to sew and she inspired me a lot growing up, so when she passed away last year I wanted to learn the craft mainly as a tribute to her. I quickly realized, though, that it was something that I was meant to do. I sound so cliche but I had been searching for so long for something to put my creativity into, and when I naturally fell into sewing it was everything I ever wanted for myself.

What started as a hobby only 1 year ago quickly grew into something much bigger than expected. I moved to Stockholm and wore my own design, which was created from old garments I had at home, to Stockholm Fashion Week. It got a lot of positive responses - from people I met in the streets to international magazines, and it pushed me to keep making more designs from old garments in which I found my true passion. More and more people saw my creations and started to reach out, and ever since then it’s been moving faster than my hands can keep up with sometimes, but I feel blessed to work hard for something I believe in.

It’s difficult to define what FRÉNE is supposed to be or mean to others yet. It's so much more than just a clothing brand, a FRÉNE design is not just something passing through your wardrobe it evolves with you, thanks to a circular model of production. We are creating a loop to take care of things already existing around us and are therefore also fully responsible for what happens to all the clothes we make afterwards. All designs will come with a qr-code that you can scan in order to either send the garments back to us for an upgrade or to make something completely different out of it. I want to create a new shape for fashion where you could keep on evolving together with your already existing wardrobe.

At the moment It's still in the development stage but the progress won't be boring - there are lots of exciting things to come in the near future.

I would say 2023 is the year that FRÉNE will be fully introduced into the world and hopefully bring something new to the fashion industry.

1. Tell us all about FRÉNE!! How did it start?

The first sewing machine I ever owned was passed on to me from my grandmother. Back then I lived in Copenhagen, worked a 9-5 job and spent every hour I had left of the day on the sewing machine to kind of deal with the loss. My grandmother loved to sew and she inspired me a lot growing up, so when she passed away last year I wanted to learn the craft mainly as a tribute to her. I quickly realized, though, that it was something that I was meant to do. I sound so cliche but I had been searching for so long for something to put my creativity into, and when I naturally fell into sewing it was everything I ever wanted for myself.

What started as a hobby only 1 year ago quickly grew into something much bigger than expected. I moved to Stockholm and wore my own design, which was created from old garments I had at home, to Stockholm Fashion Week. It got a lot of positive responses - from people I met in the streets to international magazines, and it pushed me to keep making more designs from old garments in which I found my true passion. More and more people saw my creations and started to reach out, and ever since then it’s been moving faster than my hands can keep up with sometimes, but I feel blessed to work hard for something I believe in.

It’s difficult to define what FRÉNE is supposed to be or mean to others yet. It's so much more than just a clothing brand, a FRÉNE design is not just something passing through your wardrobe it evolves with you, thanks to a circular model of production. We are creating a loop to take care of things already existing around us and are therefore also fully responsible for what happens to all the clothes we make afterwards. All designs will come with a qr-code that you can scan in order to either send the garments back to us for an upgrade or to make something completely different out of it. I want to create a new shape for fashion where you could keep on evolving together with your already existing wardrobe.

At the moment It's still in the development stage but the progress won't be boring - there are lots of exciting things to come in the near future.

I would say 2023 is the year that FRÉNE will be fully introduced into the world and hopefully bring something new to the fashion industry.

2. Which has been your favorite moment so far working with FRÉNE?

I truly appreciate everyone I’ve been working with so far and people I’ve met along the way have all contributed to shape FRÉNE in new ways. Being a huge fan of Cherrie since 2016 and seeing her killing it on stage together with Kehlani, wearing an outfit I costume made for her was a proud step for me. But the moments I absolutely live for are when people give me their old unwanted clothes, and after I finish reworking them they suddenly want them back! It gives me the biggest smile and for me that is what recycling is all about.

2. Which has been your favorite moment so far working with FRÉNE?

I truly appreciate everyone I’ve been working with so far and people I’ve met along the way have all contributed to shape FRÉNE in new ways. Being a huge fan of Cherrie since 2016 and seeing her killing it on stage together with Kehlani, wearing an outfit I costume made for her was a proud step for me. But the moments I absolutely live for are when people give me their old unwanted clothes, and after I finish reworking them they suddenly want them back! It gives me the biggest smile and for me that is what recycling is all about.

3. Where do you take inspiration from?

Inspiration is everywhere when you’re passionate about something.

I believe that what I choose to wear is a reflection from my own experiences in life. The reason I create designs from old garments is not only because it’s environmentally friendly, but because most of my inspirations come from them. Everytime I choose something to work with, little twisted stories of who owned this garment before and what journey has it been on takes form in my mind and comes alive when showcased through the design.

 

The garments may not be that exciting from the start but what gives me the tingles is figuring out the answer to my favorite question - “how can I turn this ugly ass sweater into something the person who used to own it would die for?’’ Having this mindset when it comes to my creativity also helps me a lot with my vision on life in general and how to deal with people around me. A bit deep you might think, but it allows me to create space for even more ideas and creations, they assist each other in a world filled with doubts and comparison.

 

You are fine the way you are, but it’s wonderful to grow and evolve with what you have yourself, and around you. If I don’t like myself I can just ask- how can I turn this version of me that doesn't fit me anymore into something that I love? The outline of who I am is already here, but I am free to add whatever I like and what makes me feel good.

3. Where do you take inspiration from?

Inspiration is everywhere when you’re passionate about something.

I believe that what I choose to wear is a reflection from my own experiences in life. The reason I create designs from old garments is not only because it’s environmentally friendly, but because most of my inspirations come from them. Everytime I choose something to work with, little twisted stories of who owned this garment before and what journey has it been on takes form in my mind and comes alive when showcased through the design.

The garments may not be that exciting from the start but what gives me the tingles is figuring out the answer to my favorite question - “how can I turn this ugly ass sweater into something the person who used to own it would die for?’’ Having this mindset when it comes to my creativity also helps me a lot with my vision on life in general and how to deal with people around me. A bit deep you might think, but it allows me to create space for even more ideas and creations, they assist each other in a world filled with doubts and comparison.

You are fine the way you are, but it’s wonderful to grow and evolve with what you have yourself, and around you. If I don’t like myself I can just ask- how can I turn this version of me that doesn't fit me anymore into something that I love? The outline of who I am is already here, but I am free to add whatever I like and what makes me feel good.

3. Where do you take inspiration from?

Inspiration is everywhere when you’re passionate about something.

I believe that what I choose to wear is a reflection from my own experiences in life. The reason I create designs from old garments is not only because it’s environmentally friendly, but because most of my inspirations come from them. Everytime I choose something to work with, little twisted stories of who owned this garment before and what journey has it been on takes form in my mind and comes alive when showcased through the design.

The garments may not be that exciting from the start but what gives me the tingles is figuring out the answer to my favorite question - “how can I turn this ugly ass sweater into something the person who used to own it would die for?’’ Having this mindset when it comes to my creativity also helps me a lot with my vision on life in general and how to deal with people around me. A bit deep you might think, but it allows me to create space for even more ideas and creations, they assist each other in a world filled with doubts and comparison.

You are fine the way you are, but it’s wonderful to grow and evolve with what you have yourself, and around you. If I don’t like myself I can just ask- how can I turn this version of me that doesn't fit me anymore into something that I love? The outline of who I am is already here, but I am free to add whatever I like and what makes me feel good.

4. Favorite garment from FRÉNE?

My favorite garment at the moment is the ‘’space runner set jacket’’. I think It's a good example of how a design could turn out even better sometimes when you deviate from ‘’the rules of fashion’’. The long & interrupted sleeves and unfinished cuts would normally not be accepted as a fully done work, but that's the reason I love it and think it contributes with something fresh. It’s the mix between edgy and weird that you wouldn't get if you followed the rules.

4. Favorite garment from FRÉNE?

My favorite garment at the moment is the ‘’space runner set jacket’’. I think It's a good example of how a design could turn out even better sometimes when you deviate from ‘’the rules of fashion’’. The long & interrupted sleeves and unfinished cuts would normally not be accepted as a fully done work, but that's the reason I love it and think it contributes with something fresh. It’s the mix between edgy and weird that you wouldn't get if you followed the rules.

5. Plans for the future?

I can’t wait to launch fully and start to add more and more elements into FRÉNE when opportunities show up. I don’t wish to limit FRÉNE in any way to what it needs to be for my own sake, but I’m very passionate about turning it into the playground I felt was missing.

I definitely look forward to expanding the team as well and finding like minded people whose ambitions align with FRÉNE. The vision for FRÉNE to be the sustainable brand you’ve been looking for, that never compromises on creativity, wearability and style.

5. Plans for the future?

I can’t wait to launch fully and start to add more and more elements into FRÉNE when opportunities show up. I don’t wish to limit FRÉNE in any way to what it needs to be for my own sake, but I’m very passionate about turning it into the playground I felt was missing.

I definitely look forward to expanding the team as well and finding like minded people whose ambitions align with FRÉNE. The vision for FRÉNE to be the sustainable brand you’ve been looking for, that never compromises on creativity, wearability and style.