MAGAZINE June 18th, 2021

FROY SS22

 

What are the codes, the essential reference points of the brand?

The Froy world is born from a cultural and artistic mix that brings together geometry and traditional elements, transformed until they are unrecognizable. Froy tells a surreal world populated by nine characters, who live daily stories and adventures and represent each of us.

Can you tell us about the collection you present at WMS? Inspirations, key pieces, materials etc.

With the Pre Collection SS22 we want to tell scenes of everyday life and recognizable elements that we will carry on with the next release in September. The focus of this collection is undoubtedly represented by accessories, born as a research project on the transformation of a specific industrial waste - the fabric selvedge - into a unique product that circularly combines craftsmanship and industry.

Sustainability is now a crucial issue for the fashion sector (and not only), from this point of view how does your brand stand?

When speaking about Froy, we don't scream “we are sustainable”. In my opinion this is a value that should involve any phase of our way of thinking and acting. We constantly tell ourselves that we would like to live in a world where sustainability is taken for granted, an essential premise. It is the basis of everything, with our brand we work on creating content with added value and tell our world.

In the era of social media, non-stop communication and constant changes, what should a brand focus on to create its own space and attract the attention of the public?

Exactly because this is a world in constant evolution, we do not follow a pre-established rule. We speak to those who want to listen to us and who recognize themselves in the world that Froy tells, beyond what may or may not work on social networks. Our drive has always been to paint real life scenes, in a surreal way.

Do you think it is important to emphasize the workmanship and, in general, the production process of the garments? And, if so, how best to communicate all this?

By combining the creative impulse with a technical background, and working closely with the product and the raw material, Froy does not limit himself to pursuing aesthetic research, but rather presents itself as a design process; a perfect example, from this point of view, is this Pre Collection SS22, centered on a fabric that we have developed by recycling an industrial waste; we decided to tell the project and the research underlying the process with a video making of, which tells about those values ​​that often final consumer does not see.

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