LIFE IN FRĒDA: AN INSIDE LOOK INTO THE FALL CAMPAIGN + COLLECTION
This season is a big one for us–there’s so much to celebrate with you! We’re opening the doors to our new home in San Francisco, presenting one of our largest...
THE MAKING OF THE PENNY LOAFER
A LOOK BACK AT FALL’S BIGGEST TREND We love loafers. They’re functional, versatile and undeniably cool. Plus, they’re everywhere right now–and we know that summer’s biggest trend will make an...
AUGUST 2023: THE BEST (CURATED BY US)
THE BEST THINGS FOR THE IN-BETWEEN It’s official: fall is around the corner and we’re in the mood to ease from one favorite season to the next. Transitional closet essentials,...
HAPPY BIRTHDAY FRĒDA!
OH HAPPY DAY,12 YEARS OF FRIENDSHIP, FAMILY AND FRĒDA. It is hard to believe that it’s been 12 years since we started FRĒDA. We are two best friends with a love...
How We Sourced Our July
Vintage Capsule
AN INSIDE LOOK: CURATED VINTAGE WITH BORN TO ROAM FRĒDA and vintage goes hand-in-hand. We love celebrating unique, individual style, not to mention re-purposing cool things that already exist in...
JULY 2023: THE BEST (CURATED BY US)
THE BEST THINGS FOR HIGH SUMMER With rising temps and nonstop sunny days, we’re ready to make the most of all the fun this season has in store for us....
FRĒDA WOMAN: GENEVIEVE PADALECKI
We’re pleased to introduce Genevieve Padalecki as our latest FRĒDA Woman! We sat down with her to get personal about her acting career, becoming a mother and her latest venture,...
AUSTIN EVENT WITH ODETTE ANNABLE + GENEVIEVE PADALECKI
We spent an afternoon in Austin last week at Claire Zinnecker’s farmhouse for the warmest welcome to Texas. Odette Annable and Genevieve Padalecki hosted a little gathering where we got...
FRĒDA DOES AUSTIN
One of the things we love the most about our community is being able to meet you IRL and get inspired by the places you live. We recently launched our...
MEET FRĒDA WOMAN: ODETTE ANNABLE
Let's start by telling us a little about yourself. What is your background, what you do and what has led you to what you are doing now? I am a...
WINDOWS DOWN, FOOT ON THE PEDAL
With weekends spent driving down the coast and days heading cross country–we’ve got that windows down, volume up energy. So, we made a playlist. It’s a mix of oldies, newbies...
JUNE 2023: THE BEST (CURATED BY US)
THE BEST THINGS FOR OOO Bags packed, flights booked and auto-reply on–we’re in the season for taking time for yourself. From crochet style to living (and touristing) outdoors, here’s our...
MEET FRĒDA WOMAN: DIANNA COHEN
TELL US ABOUT YOURSELF. I am the Founder and CEO of Crown Affair, a haircare brand empowering people to redefine their relationship with their hair through clean, accessible, luxury products,...
MAY 2023: THE BEST (CURATED BY US)
THE BEST WAYS TO FEEL GOOD With sunny skies, rising temps and the first tastes of summer embracing us in our everyday–we’re in the mood to have a happy state...
INTRODUCING: THE HIGH/LOW OF DRESSING
VERSATILE STYLE IS DEFINED FROM THE GROUND UP. We design with the intention of letting our styles work across wardrobes, between seasons, from day to night, workweek to weekend and...
APRIL 2023: THE BEST (CURATED BY US)
THE WAYS TO BE RESPONSIBLE Responsibility is our current state of mind. From doing our part in caring for Earth to getting out of our own way to reach our...