How successful can you be? Dana Frieder is not satisfied with being an excellent actress, an amazing dancer, a devastating presenter, a funny woman, super vocal and extremely beautiful – now she adds to her checklist the title of designer and owner of a fashion brand. After an intriguing and lengthy teasing on the web, Freeder officially launches her sporty fashion brand FREEDÈR, named after her.
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FREEDÈR. Dana Frieder’s new fashion brand Photography: Shay Franco
Within its brand, Frieder offers oversized shirts made of 100 percent cotton, basketball shorts made of mesh fabrics with a feminine design, flattering bodysuits, wide sweatpants and other various clothing items, alongside accessories in a matching atmosphere – such as casket hats, leggings, socks and headbands. The collection is mostly aimed at women and girls, but also includes unisex models suitable for men and boys. The brand items (designed and manufactured in Israel) will be sold online only.
“The brand combines comfort, freedom of movement and uncompromising fashion,” Frieder says, “as a girl who loved basketball, singing and dancing, my love for comfortable casual clothes comes from home. Years of dancing, sports and every possible activity led to a brand that connects the worlds of dance, basketball And my childhood in the nineties with today’s style.”
FREEDÈR. Dana Frieder’s new fashion brand Photography: Shay Franco
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According to Frieder, each item in the collection was designed with comfort, movement and freedom in mind, with the inspiration for the brand taken directly from her own dynamic life.
“A year ago, I returned to the dance studio and found myself staring at the clothes on the dancers around me. A quick inquiry and search led me to discover that the clothes they wore to dance hip-hop were from the men’s collections or were ordered from abroad,” Frieder says. “I had a flashback to my childhood, when I was Stealing my brothers basketball shorts. I remembered soft and romantic leotards that I would see on the dancers in every studio I ever danced in, and I decided that if I couldn’t find these clothes, I was going to make them in Israel. And so, from one pair of pants, her first collection of 25 items was born.”
From the moment she made the decision in her heart, Frieder embarked on an ambitious and hectic journey towards establishing the brand. “In the last six months I have spent in fabric warehouses, with imagers who cut my vision into shapes and in developments, changes, simulations, meetings, digital, marketing and social to realize my dream in the most accurate way.”
The size range of the items is XS-XL, the price range ranges from NIS 80 to NIS 520. The collection will be available for purchase on thefreeder.com starting this Friday (9/20)
FREEDÈR. Dana Frieder’s new fashion brand Photography: Shay Franco
FREEDÈR. Dana Frieder’s new fashion brand Photography: Shay Franco
FREEDÈR. Dana Frieder’s new fashion brand Photography: Shay Franco
FREEDÈR. Dana Frieder’s new fashion brand Photography: Shay Franco
FREEDÈR. Dana Frieder’s new fashion brand Photography: Shay Franco
