Freija
/Show Day
Apr 28, Sunday
/Social Media
When she was 14, she discovered a photo in her first fashion magazine that stole her heart, setting her on a path of self-taught clothing craftsmanship. The roots of her creativity stem from her early years, characterized by extreme shyness, where she found joy in communication through her own paintings and craftwork. For her, expressing herself through fashion is akin to playing, involving activities like combining colours while drawing and experimenting with crafty
gimmicks.
The origin of this brand can be traced back to her brother's venture in 2017, crafting bags from seatbelt material. Enthralled by its unique texture and form, she launched her own brand in 2022. With a commitment to the fusion of slow fashion and sustainability, the brand actively incorporates materials like seatbelts, airbags, discarded fabrics, and vintage clothing recognized as "waste." It also follows a style of offering products that closely resembles made-to-order production.
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What inspired you to create FREijA?
FREijA grew from my interest in creating fashion with discarded materials. The brand was inspired by a seatbelt bag project started by my brother, which led me to explore the unique texture and form of seatbelts and eventually create FREijA in 2022.
How would you describe your design style?
My style focuses on transforming discarded materials into fashion. I work with materials such as seatbelts, airbags, discarded fabrics, and vintage clothing, combining their original textures and forms with contemporary clothing design.
What can people expect from your collection?
You can expect designs that explore changing perspectives through everyday materials. The collection uses different fabrics and techniques to transform discarded materials into new forms, reflecting the theme of “Zooming In.”
What inspired the “Zooming In” theme of your Vancouver Fashion Week collection?
“Zooming In” explores the idea of changing perspective by looking more closely at everyday things. By focusing on the details and materials around us, I wanted to reveal new and unexpected qualities through fashion.
Why do you use discarded materials such as seatbelts and airbags in your designs?
I use discarded materials because I want to explore their potential rather than treating them simply as waste. Seatbelts, airbags, discarded fabrics, and vintage clothing are transformed into fashion as part of my approach to slow fashion and sustainability.