A lot goes into every Freya product. Here’s how we make it all happen.

When it’s time to create a new collection, the first things we do are look and listen. We check out trend predictions, scour stores for up-and-coming styles, keep an eye on the competition and most importantly, we listen to the women that wear Freya. Then it’s time for our designers to get busy creating the new season’s looks.

Only the best is good enough for Freya lovers. That’s why we source most of our fabrics from Europe. On top of this, straps are thoroughly tested and different wires are selected for each style. Because our products don’t just have to look and feel great, they have to offer support and flexibility for larger cup sizes.

Fit is everything. Once a range has been approved, we can spend up to five months getting the sizing spot on. We fit our bras on real women, rather than mannequins. And it’s only after painstakingly adjusting patterns, measuring, remeasuring and making prototypes across every cup size that our designs are finally ready to go into production.

And a little something about swimwear
When it comes to Freya Swim, we want to make sure it keeps you looking good at the beach or by the pool. We use durable (but comfortable) Xtra Life LYCRA, which resists pool chemicals up to 10 times longer than unprotected elastane. Plus, there are lots of clever touches, such as cup linings for extra support. For our active range we use Sensitive fabrics that offer high resistance to chlorine so they don’t lose shape and, compared to standard nylon/elastane swimwear, they dry off 50% faster. Fitting takes around three months for most ranges, but our more advanced styles can be in development for up to a year.

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