INTERVIEW #128 FRÉNE DESIGN
Based in: Barcelona and Copenhagen
Founded in: Copenhagen
Founded by: Evelina Nova Fréne
Shop at:
Physical stores in Spain, Barcelona; Moirai Market, Moirai Mundo and Röa & Friends.
Physical stores in India, Mumbai; Two Extra Lives
Physical pop-up in Stockholm this June!
The website is under construction
Price range: From 50-500 euros depending on style
Hi Evelina, who are you and why did you start Fréne Design?
Well, I’m a lot of everything—very deeply connected with my feelings and unable to keep them inside. I admit to having some anger issues but still consider myself a softie. Recently, I turned 25 and moved back to Copenhagen from Barcelona to expand my brand and explore possibilities back home, which I consider Copenhagen to be. I have faced many setbacks in life, that teaching me much about life and myself. You could say I had to grow up quickly, and that's one reason why my creativity is so important to me. I feel very lucky to have found my right path, discovering new things about myself every day through it.
Honestly, it’s hard to pinpoint the exact moment FRÉNE was born—it wasn’t really planned. FRÉNE is a big part of me that has grown and transformed over time along with everything else going on. My creativity has been my escape, and I've always looked for ways to channel it, whether through writing, music, or drawing. However, I never seemed to find something I could stick to, often getting caught up in how the viewer would receive my creations.
When I inherited my nana’s old sewing machine a few years back, I wanted to learn to sew, but it was so special to me that I didn't dare touch it for the entire first year. It wasn’t until I woke up one day feeling the urge to keep her spirit alive by learning to use it that I started. Without instructions or YouTube tutorials available for such an old machine, the frustration of potentially letting my nana down led me to buy my very first simple machine. A few years later, I was making clothing my own way, using materials I had at home and not following any instructions. Surprisingly, people around me started to notice my creations early on and wanted to borrow them for events, galas, and fashion shows.
After that, everything expanded quickly, even though I was still learning and working a full-time job. I think I spent every night, except for maybe birthdays and other important days, at the sewing machine, afraid that if I didn’t develop my skills, the possibilities would slip away from me.
Bigger opportunities came my way, and I felt confident knowing it was all part of my journey and that I needed to notice what could be accomplished. Today, I make garments for artists I grew up admiring, which still feels unreal, and collaborate with other larger brands and projects. My clothing sells in four different stores around the world, and I’m still learning and developing as I go. I can’t even describe how excited I am for the future and how grateful I am for where this journey will lead me.
Can you please tell us more about your background, did you study fashion design?
My background is quite chaotic, honestly. I could never have guessed it would take me where I am today, but being a designer seems to suit my personality well, given my restlessness and eagerness to bring ideas to life as soon as they pop up. To answer your question, I have not studied fashion design, nor did I have anyone close to me who could teach me about the industry. It has been a rocky but fun road of discovering and learning from past mistakes. Every other day, I think I might just quit this hobby and get a "real" job, lol, but I probably never will.
Once, I was fully convinced to study fashion to gain more contacts and opportunities. I applied, got accepted, and then ran the other way. I was so scared I’d be stifled because of the way I’ve worked so far, fearing that my style would be suffocated rather than flourish there. Although I might actually study someday when I have figured out what my most important role is to grow into, I guess the future will tell!
Where does the name Fréne Design come from?
I lived in France for a while when I was sixteen. Once, I got completely lost and had to take a cab back to my place. In the cab, I overheard the driver speaking on the phone, and I tried to understand the conversation since I was learning French back then. A specific word stuck in my head because it sounded so delicate: "Freinie" or something like that. When I got back home, I googled like crazy to find the word. After many tries, I typed "Frene," which translated to "ash tree." It was the best word ever to me. Years later, I still remember it, and funnily enough, it described that time period in my life so well that it became really meaningful to me. I wanted to get a tattoo of it, but then I felt that this word would have a bigger meaning for me and that I had to wait for the perfect opportunity. You could say that I manifested it into reality. There was no doubt this would be the name of my journey, whatever it is—ash trees grow big and proud!
You only use existing materials. How did that come about, and how does one work with upcycling when designing?
I do, and for me, there's no other way for several reasons.
Firstly, it's how I learned the skill of sewing. I pieced together old clothes, transforming them into something better fitting. I studied the existing seams and constructions, letting my creativity go wild. There's also a sense of calmness in assembling a puzzle when upcycling.
While I'm now able to craft clothing from scratch, it’s just not as fulfilling for me. The endless possibilities are overwhelming, like trying to figure out what you want to do in life. It's easy to opt for something basic out of fear of making the wrong choice. I let my hands guide me when I create to avoid overthinking. I often don’t have a plan for what I'm going to make when I start a new piece—it evolves with the process. If I feel like cutting off something, I do it. If I feel like adding something, I try it, and it becomes what it’s supposed to be. I really trust the process and never rush it. Sometimes, with upcycling, it can be challenging to find practical things like zippers or linings, but I scout every second-hand store for garments with the right-sized zippers or materials to create linings.
When you repurpose existing pieces, you cherish them. You can select the best parts, creating something truly unique with a rich history and meaning. This connection is lacking with newly produced clothing, which is why I've always preferred upcycling.
Who are you designing for and what do you want to say with your designs?
Everyone, truly. I believe you can’t predict who will end up with your garment because we all change and discover new things within ourselves all the time. I haven't had a specific target group in mind since I started, and I feel happy knowing my pieces will end up with who they are supposed to be with. I see my creations as stepping stones in discovering more about yourself, exploring what you could be, trying new things, and being proud of who you are or are becoming. FRÉNE has been that for me, and it’s what I want others to feel as well.
My pieces speak loudly, carrying history just like you and me. That history will always be a part of them, but no one can tell them what they are or when they have reached their limit—they could turn into something greater at any moment, just like us. I wish for people to connect with my pieces and to feel proud of the journey they are on.
What do you think about the fashion industry? How can we make it more sustainable?
I’ve always loved the very essence of the fashion industry as a vibrant playground of self-expression, discovery, and community. However, I see a growing gap that increasingly divides rather than unites us.
On one side, fast fashion offers affordable, ever-changing styles, enabling frequent wardrobe updates. Yet, it exploits workers, wastes resources, and produces low-quality garments with short lifespans, contributing to environmental harm. On the other side, designer clothing cherishes craftsmanship and often appreciates in value, but it remains out of reach for most due to high prices.
The solution for a more sustainable fashion industry lies between these two extremes: creating sustainable fashion that is unique, high-quality, and fairly priced. Something we cherish enough to keep for a longer time and that makes us feel special. I believe vintage and upcycled clothing will bridge this gap, allowing for self-expression without the environmental and ethical downsides. But it’s not only about filling the gap—it’s also about shifting our mindset. We eagerly spend 200 euros on low-quality fast fashion but balk at the same amount for handmade pieces while saving up for designer items. This doesn’t make sense to me. We are so accustomed to the division in fashion that anything in between feels expensive and not worthy of our money.
If we stop and think about it, vintage prices are actually just as affordable as fast fashion brands like Shein. Today, with numerous online vintage websites, we can easily find exactly what we are looking for. Upcycled clothing, on the other hand, offers a more affordable alternative to big designer brands. Some upcycled pieces are even unique, one-of-a-kind items that no one else will have. They cater to our desires for individuality and quality while being kind to our wallets.
Vintage and upcycled clothing both answer our needs and desires in powerful ways. They offer affordable and unique options that help reduce the waste we’ve already created. By choosing vintage or upcycled clothing, we can embrace a more sustainable and thoughtful approach to fashion. We not only save money but also contribute to a healthier planet. This shift in mindset can help reshape the fashion industry into one that values creativity, sustainability, and individuality over mass production and waste. Together, we can move towards a future where fashion is a true reflection of our values and commitment to preserving our world.
What’s also beautiful about filling this gap is that it allows more designers to emerge, be recognized, and make a living. Sometimes, I dream of a time when every city had its own seamstresses, and people bought their clothing locally. I believe upcycling can help revive that era, and I like to think of myself as contributing to a more sustainable and fair fashion industry for the future. I truly hope we continue moving steadily towards investing in durable garments, seeing them as extensions of ourselves, and when we outgrow them, instead of discarding them, we should transform them—just as we evolve throughout our lives.
Where can we find your clothes?
At the moment, you can only find my pieces in physical stores.
Physical stores in Barcelona:
@moirai.market
@mundooooooooo
@roua.friends
Physical stores in India:
@twoextralives
Pop-up in Stockholm this June:
Together with @bonmagazine and @zalando, more info to come!
I find it super hard to balance both the physical stores and the online store since everything is unique and one of a kind. It’s only me working tirelessly at the sewing machine, and the time is not enough at this very moment.
But I really want people from all over the world to be able to get them, so this summer, my website will finally be up and running, and I might expand the team, which has been a dream of mine for a very long time! In the meantime, if you’re not traveling the world just to see my garments (lol), you can send me your wishes and awesome ideas on Instagram! @frenedesign.
What's happening next?
New collections are coming—they always do every other month or so to the physical stores in Barcelona, depending on the flow of creativity and, of course, access to materials!
Right now, I’m working on a very fun collaboration with Bon magazine and Zalando, featuring some very special pieces that will be displayed in their pop-up store this June. I’ll post more information on Instagram once I have it so anyone who’s interested can come.
I am also one of the two designers in a very exciting new project launching this summer. I’m having a hard time not sharing more about it, but it will be something very crazy and fun! So, there is more to come, and recently I have been manifesting my very own creative studio in Copenhagen. Fingers crossed for the future!