34 years ago the story began with Italian Carlo Freddi manufacturing professional dance and exercise footwear. Since then aerobics, rap and street style have crossed over into the urban wardrobe and more than 3,000 sports and sports fashion stores now stock the Freddy line.

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Freddy menswear A/W 2010

The deep-rooted concept forms part of the company’s new website just gone live “The Slounge Way”; sport and loungewear morphed. A/W 2010 is set to offer “relaxed but seductive, laid back but ready for action, comfortable but high performance”. The simple site allows you to browse, buy and blog.

The brand has various sponsorship and official supplier agreements in conjunction with the Olympiad, and reflecting its dance heritage, La Scala Theatre’s Corps de Ballet and the Royal Ballet, London.



By Rosie Hart