Sydney-based designer label fredric is making waves in the fashion industry with its dynamic and engaging clothing, striking a balance between style and sustainability. With a focus on conscious consumerism and industry transparency, fredric is on a mission to revolutionize the way we view fashion. Founder Anna Friedrich, with a decade of industry experience, has crafted a unique brand identity that combines playful designs with environmentally responsible practices.
In our exclusive interview, Anna reveals the inspiration behind fredric: “The pandemic was a catalyst for many to change how they live and especially how they treat the environment. I wanted to provide consumers with a label which had substance and a driving change at its core.” The brand’s ethos is deeply rooted in Sydney’s culture, where practicality meets fabulousness in every design.
fredric’s commitment to sustainability is evident in its micro-launches, locally-sourced fabrics, and empowerment of conscious shoppers. Anna shares her perspective on creating timeless pieces, “When the intention isn’t to make money from traditional seasonal drops, your design approach and identity becomes so clear.” By challenging the norms of the fashion industry, fredric is set to make a lasting impact on both fashion and the planet.
As we delve into our conversation with Anna, we explore her journey, inspirations, and the challenges she’s faced while forging a path for fredric in the competitive world of fashion. Her passion for sustainability and dedication to ethical practices shines through in every aspect of the brand.
Hi Anna, what inspired you to found fredric? Can you tell us a bit about your journey into the fashion industry?
fredric grew out of a need for change. I was sitting jobless and useless at home in the pandemic, feeling uneasy about my obsession with consuming fashion and the footprint it was leaving on the environment.
The pandemic was a catalyst for many to change how they live and especially how they treat the environment, I wanted to provide consumers with a label which had substance and a driving change at its core.
How has your upbringing and Sydney roots influenced the way you approach creativity and fashion as a whole?
Sydney fashion design is such an outlier from the rest of the fashion world, yet so sought after. I guess because Sydney is so hot for the majority of the year and because of the youthful culture of Sydney, you have to be both a little practical and look fabulous.
How would you describe your creative process, particularly when it comes to micro-launches and capsule collections?
I spend time designing freely, where I just sketch, create, or drape ideas without an end goal. This process lets all of the initial ideas out, and then with time the perfect design usually hits me. If I keep saying “I really like that” and come back to it time and time again and I still love it, I will get it made.
Creating timeless pieces is something that fredric does so well, how do you avoid falling into creating simply for trends?
It is so difficult to not fall into the trappings of designing trends and seasonal pieces—and very quickly—when my whole professional experience has been just that. It took forever to get comfortable just sitting on ideas, letting time pass on them, and still enjoying them after the whole process and not viewing them as ‘old’ or ‘done’.
I love every single fredric piece because I can put it on, still feel amazing, and never see it as dated. When the intention isn’t to make money from traditional seasonal drops your design approach and identity becomes so clear.
The Bella Midi Dress is one of the brand’s best-sellers. What makes this dress so special and what was the inspiration behind its design?
In all of my past industry jobs I would spend so much time on fabric manipulations and techniques that really couldn’t be made into commercial designs. I was so obsessed with pleating but also a silhouette that I could feel comfortable and beautiful in, combining the two just made total sense.
With that being said, in what ways does your affinity for materials and rich textiles play into your design process?
At fredric, I will always source the fabric of each piece from the country of manufacture. When you look at a garment online, the materials (Main, lining, zipper, buttons, hook-and-eye, thread etc..) may all come from different countries, be shipped to one county for manufacturing and then be shipped to another country for selling. As a consumer, you never think about the environmental cost before the garment even reaches you. By sourcing and producing the fabric in the country of manufacture we are aiming to minimize at least one environmental cost in our design process.
How has your background in fashion and design influenced the way you approach sustainability in the industry?
I left my last full-time design job knowing how to commercially range, design, and produce a successful collection, but I had also become obsessed with consuming and had forgotten the joy of innovative and inspiring design.
It took the pandemic and my time in the industry to de-influence me consuming and designing fast fashion. Once my mind was made up I really threw myself into the depths of “sustainable fashion” and started taking steps towards making fredric sustainably minded—because no fashion label can be 100% inherently sustainable.
Now that you’ve come this far as a designer, what’s exciting you most in fashion right now?
I am most excited for whole garment recycling. Imagine if all garments ever produced could have an end life and be repurposed into new fibers or materials.
