TALKING HERITAGE WITH CRISTINA, OUR CO-FOUNDER, DESIGNER AND MORE
Our family factories mean the world to us for many reasons but the first is that this is where it all started. Cristina Palomo Nelson–our co-founder, designer and so much more– has shoemaking in her DNA. In fact, her dream of creating her own footwear brand was born when she was growing up, running around the same factory where our penny loafers are made each season.
It’s her unique approach to design and shoemaking heritage that makes us who we are today. She’s an absolutely wonderful person inside and out and we feel so lucky to have her so we wanted to give you the chance to know her too.
YOUR SHOEMAKING HERITAGE IS WHY WE’RE HERE TODAY (THANKS!). TELL US ABOUT GROWING UP IN A SHOEMAKING FAMILY.
My grandfather was an incredible entrepreneur with a big dream. Seventy years ago, he set the grounds of the footwear industry in El Salvador by opening a factory and giving life to his vision of providing protective and quality footwear to the local field workers. Labor was the country's largest resource. Following in his footsteps, my father joined the family business and expanded into manufacturing for export.
My father brought me into the business at a young age. As a child, I would spend my weekends with him whether at the factory or visiting the retail stores. He always took the time to explain the intricacies of the business to me–even when I was probably too young to understand. As I grew up, he would take me on business trips to New York to meet with clients or Las Vegas to attend the trade shows (so cool!). I would just tag along, joining important meetings and dinners with clients. He always included me and made me feel important. I definitely got my love for shoes and my work ethic from him!
CAN YOU SHARE SOME MEMORIES FROM THIS TIME?
I grew up in the factories running up and down the production lines. I would play designer in the sample rooms using my dad’s extensive collection of highlighters (seriously, he had every color) as markers to design my own collection. I would rearrange the salesman samples into different “merch” groups. I would photocopy random linesheets and pretend like I was running my own business. Visiting the factories today transports me back to this time. Many of the people who worked there 30+ years ago and knew me as a child are still there today!
HOW DID YOU END UP STARTING YOUR OWN SHOE BRAND?
I jokingly say “shoes” run in my blood. I always knew I wanted to be in fashion and making shoes was so clear to me. When I met Megan 13+ years ago we connected in such an incredible way. We had a strong design synergy and a shared vision of what type of brand we wanted to build. Her strengths in styling, brand storytelling, and design (plus, so many more) perfectly complemented mine and it felt like “we HAD to” create FRĒDA. It was truly the best decision I have ever made. I love what I do and I am so lucky to get to do it every day with a team I love, factories I care for and a community that inspires us!
WE PRODUCE OUR COLLECTIONS IN BOTH YOUR FAMILY’S FACTORY AND FAMILY FRIEND’S FACTORY, WHAT DOES THIS MEAN TO YOU PERSONALLY AND FOR FRĒDA AS A WHOLE?
I feel so lucky to have grown up in this industry. I understand the construction and respect the process. So much goes into shoemaking, it is an art. Walking through the factories and watching the men and women cut, sew, assemble, glue and last–aka every single step in the process with so much pride is incredible. In our case, this trade is also generational, passed down from one to the next. The love for shoemaking is felt in every inch of the factory. The artisans who make our shoes truly love their job, our product, and our brand–which I don’t take for granted. FRĒDA is incredibly lucky to have this!
YOUR UNIQUE APPROACH TO DESIGN IS A LARGE PART OF WHAT MAKES FRĒDA SO SPECIAL, TALK TO US ABOUT THE POWER OF DESIGN.
We approach design by looking at a style with both a creative and technical filter. FRĒDA is all about taking classics and giving them a unique twist, pushing the creative boundaries without complicating a style too much. Manipulating the lines of a pattern, adding unexpected adornments and mixing in special details like welts, reworking sole shapes, updating materials...it's what we love to do. Playing with the creative and then figuring out if it can technically work. Function is important to us but right next to that is a unique perspective.
WHAT’S YOUR PROCESS WITH EACH COLLECTION?
We kick off a season with the broader team. Each department comes together with its lists of requests or feedback from customers, buyers and data from previous seasons. We have a line plan from the merchandising team we try and design into. We share trends, colors and material inspo–basically, we dive deep into what people are wearing. Many times we are most inspired by what we see people wearing during our travels and on YOU. Then we look at our current assortment and identify opportunities for growth or development. Our collection starts coming together through stories. The whole process is very collaborative and fun :)
TO YOU, WHAT MAKES A DESIGN SPECIAL?
It's all about the details. A classic with a twist, just enough where it's interesting but still understandable. Take our ELBA Loafer for example–it's a classic penny shape but the welt is notched and the heel is just slightly flared. Just perfect and loved by many.
WHAT DO SHOEMAKING AND DESIGN MEAN TO YOU?
Shoemaking is part of my DNA. My whole life has existed around it and I simply love it. Design is how I carry on my family legacy–I love that I get to do something so creative everyday. Having and growing a brand can be challenging but at the end of the day what we do is fun and I love my job. We get to make beautiful shoes and bags to share with our community!
YOU HAVE TO BE PROUD OF EVERYTHING YOU’VE DONE WITH FRĒDA, BUT WHAT IS SOMETHING YOU’RE ESPECIALLY PROUD OF IN YOUR COMPANY?
I am so proud of and grateful for our team. From everyone at headquarters to the stores and our factory partners, FRĒDA is here today because of them and the passion they show up with everyday. Our brand is unique and authentic because of their contributions. I am also so grateful to our community for lifting and supporting us. We are one of thousands and thousands of options out there–so when they choose our boots or sandals over others, it’s not something I take for granted.
DESCRIBE YOUR PERSONAL STYLE IN THREE WORDS.
I have a hard time answering this question so succinctly. I dress for my mood and that can change from day to day. From a structured blazer and tailored shirt to a sweatshirt and jeans to all denim…it’s rare if I am not wearing jeans though. In fact, my 7-year-old daughter asks me if I have any other bottoms, ha! My style range is wide but denim is a sure bet on the daily. Mostly I play with accessories–I choose things to bring into my closet that are interesting. Little details that make them unique and fun. And of course, I dress from the ground up ;)
