The Reviver of Originality
BY STEPHANIE CAJUCOM
From rap alter ego to purveyor of the personal and unique, “freddieg” was born to own originality. What started out as a playful nickname for talented designer Fredric Gustafsson has transformed into a cutting edge brand that’s bringing back a long forgotten ingredient for uniqueness; exclusivity.
With limited edition t-shirts, camisoles, and jumpers for men and women, he encapsulates the feeling of owning a one of a kind personal piece with freddieg.
“I guess it all started in junior high…” From the freddieg headquarters and heart source, Fredric takes us back to the beginning at the place it all began; Stockholm. Naturally crafty, he had always been a creator. When junior high started, so did his interests in girls, expanding his creations from soccer posts and wooden cars to clothes.
“All of a sudden it became more important to look good.”
Being a firm believer in self-expression, he decided to design clothes that reflected his individuality. “I started redoing stuff. I bought a regular sweater and started editing it and editing it, adding zippers, buttons and prints.” He caught curious looks and acquired a growing clientele. From there, freddieg was born.
A combination of his father’s tenacious work ethic and Alexander Wang’s elegant style serves as the foundation of inspiration fueling Fredric. Self taught and self started, he has gone from single handedly iron printing shirts in his home to enlisting the help of a credible and ethical factory in China. He designs sporadically, never following a formula or pattern, which keeps his work fresh and fuels each piece’s rarity. He mixes unacquainted fabrics with unique cuts and accents, presenting simple yet captivating looks that ooze with the freddieg sex appeal.
The future of freddieg stretches from Stockholm to across the globe with plans of going international. Precious 7 is proud to kick off the expansion by bringing Fredric’s badass designs to the big city; New York. We’re showcasing fresh designs from freddieg’s highly successful charity fashion show at F12 in Stockholm, Sweden. Designs with a purpose, Fredric collaborated with X Design Sweden (http://www.xdesignsweden.com), and donated all profits to SOS Barnbyar, a foundation for struggling children and families in Africa.
“I think I just believe in being nice to people and doing what you can…it’s Karma.”
A hard shell with a heart of gold, Fredric is reaping the benefits of helping with unexpected exposure and acclaim, truly getting the karma he deserves.
Bringing back unique expression and individuality to an industry full of mass productions and ‘Bitch Stole My Look’ moments isn’t easy but freddieg undoubtedly does so with his limited edition collections. He truly brings to life the art of originality and we’re looking forward to his next masterpiece.
