The mission of the company remains the same today as it was in 1972: to design shoes that encourage young people to try new things, explore fresh experiences, grow into themselves, and step confidently through every chapter of life. Having endured across seasons, eras, and cultural shifts, the brand has consistently created footwear that reflects curiosity, creativity, and individuality.
The company’s very first shoe, the Frida clog, was a bold reimagining of traditional Swedish and Japanese designs—a distinctive, modern expression in tune with the free-thinking, rebellious, and curious spirit of the 1970s. That original spark continues to inspire every design.
Decade after decade, the brand has embraced the same joie de vivre. Trying, experimenting, and embracing both nerves and excitement have always been at its core. Drawing inspiration from the world and the people within it, the company creates wearable styles that encourage self-expression, bring fun into the everyday, and transcend passing trends to become cherished memories in wardrobes across generations.
