We (AKA The Knicker Locker Team) decided to go under cover to find out all the gossip about one of our favourite underwear brands, Freya. After some extensive research we have uncovered the history behind its success and exactly why Freya is a top selling ladies brand.
Freya is world renowned for creating fabulous lingerie, swimwear and sportswear in sizes up to a K cup with in our opinion the most fun and colourful prints in the industry. Each season we see exotic new prints and beautiful styles inspired by the latest trends. Their fan base is global and growing with more women trying and falling in love with the design, quality and practicality that the brand delivers so well.
Freya follow the following core principles, each contributing to its global success and ensuring all lingerie designs brought forward meet its exacting standards:
- Recruiting, developing and retaining the best people;
- Being in partnership with customers and suppliers;
- Working with respect for one another;
- Being flexible and focussed on change;
- Always have a passion for the product.
The History of Freya
The Freya lingerie brand first launched with an aim to make women with fuller bust sizes look and feel great.
The Freya lingerie website was created to showcase their new fuller bust styles online.
The first Freya Swimwear collection was launched.
Their website was given a make over to make it look even better.
Freya introduced a J cup to their size ranges so more women could get the special Freya treatment!
The Freya Active collection was launched.
Freya launched their Microsite for Freya Active to spread the word about their sports collection and to get active women clicking.
The first 28 back styles were introduced into the Freya collection.
Freya launched the new Deco bra as their first moulded bra for fuller cups.
Freya's first strapless bra came on to the market.
A new K cup size was added to their size range.
Freya goes social on Facebook and Twitter.
Freya launched a new fun informative microsite 'The Holy Fit' to banish ill-fitting bras.
Freya Loungewear launched for fuller busts to experience comfort and support.
Freya won Brand of the Year by Salon International de la Lingerie.
Freya Active Swimwear launched especially for those serious swimmers who need support.
Freya's Bra Doctors went online to provide the perfect bra solutions to all women.
New Freya website relaunch with new features, hints and styles.
Freya's parent company Eveden enters an agreement to become part of Wacoal Holdings Corp. Japan.
A new Freya Deco website was launched so Deco fans could discover the new prints and styles available.
Freya Active took part in an extensive breast research project to study 3 main aspects - pain, strain and independent movement when exercising.
Freya wins Sports Bra Brand of the Year at the UK Lingerie Awards 2014.
The Eveden name changes to Wacoal Europe Limited.
Freya wins the Cosmopolitan Fashion Award 2015 for Best Luscious Lingerie Brand.
The Freya Lingerie and Swimwear Headquarters is located in a small town called Desborough in England. The offices are housed in a charming 1920's corsetry factory where sewing machines are laid in the centre of the building. This is where the first initial Freya samples are made. New styles are put through extensive wear tests to make sure the fit is perfect and development of these can easily take up to 6 months. Current ranges and prints are kept on display at the head office as well as in their fabulous showroom in London.
The Freya Marketing team is housed on the second floor at their headquarters and are tasked with keeping all their devoted fans up to date with the latest gossip. The Customer Service team is available around the clock to help all their clients with queries. Opposite the headquarters is the main warehouse where all the orders are packed and shipped worldwide!
What goes into creating a new Freya collection?
- Research - When Freya create a brand new range, the first thing they do is research. This means analysing trend predictions, checking out the competition, market research in stores for up-and-coming trends and most importantly listening to their fans. Once all of this is complete it's time to get the Freya designers in the studio!
- Materials - Freya source the best fabrics from Europe and make sure the straps and underwires are throughly tested. Every bra has to offer great support and comfort for fuller busts.
- The Fit Test - Once a style is approved it is put through a numebr of tests to make sure the sizing is spot on. This process can take up to 6 months, constantly adjusting patterns, re-measuring and making prototypes across every cup size. Then finally it is released ready to be put into production!
A firm favourite for Freya lingerie lovers is Deco! It was their first moulded plunge style which launched in 2009 and since then has sky rocketed in the lingerie market. The collection went from strength to strength with new prints, colours and additional details added to make sure it is always on trend. The bra provides a smooth, seam-free shape with fantastic up-lift and cleavage. New collections from Deco include Deco Delight, Deco Darling, Deco Charm, Deco Vibe and Deco Shape. Freya have also pushed the boundaries by adding in new bra styles to extend the Deco range. A soft cup bra, strapless bra and babydoll are some of our favourite additions.
In addition to this, we can't forget the bestselling continuity styles that are available all year round or the beautiful collections that have been launched this season that are already proving to be a great success. Amongst these are the Freya Enchanted range which is a fantastic basic collection available in white, black and nude; Kiyoko, launched in December and inspired by oriental floral tattoos for a gorgeous spring vibe; Hero, which is being introduced this month in a dazzling cobalt blue with black staying as a continuity colour and a brand new continuity range called Fearne launching in May. It really is all go!
All Freya Swimwear uses durable Xtra Life LYCRA which resists pool chemicals up to 10 times longer than unprotected elastane. Their swimwear has many features including cup linings for extra support and sensitive fabrics that offer high resistance to chlorine so they don't loose their shape and dry much faster. Swimwear can take around 3 months to design but other advanced styles can take up to a year. With so many new prints and styles available it's extremely hard to pick a favourite! Last seasons favourite collections were Castaway and Deco Swim.
The new 2016 collection brings major new trends forward in the Freya Swimwear range with influences from the Sartorial Mega Trend, animal skins and the deep blue sea. Sounds exciting eh!
We have already seen the release of Cactus and Rumble as pictured below and also the new seasonal colour of Deco in Aquamarine. We have yet to see the likes of Under the Sea, Spirit in Flame and Sphinx which we are sure are going to be fabulous!
Freyas bestselling sports bra is the tried and tested Underwired Crop Top Sports Bra (AA4004). It can be used for all levels of support and sports activities. It uses high performance COOLMAX fabric which wicks away moisture and has antibacterial technology to ensure no nasty odours are emitted. It has wide curvature underwires for reduced pressure against the body and a puncture resistant wire casing. Every season it is introduced in a new fresh fashion colour to feast our eyes upon. No wonder it's a firm favourite! Another key piece in the Freya Active range is the Crop Top Soft Cup Sports Bra (AA4000) for ladies who prefer to exercise without underwires.
Across the Freya Active range there is an abundance of matching bottoms to co-ordinate your look including capri pants, running shorts and sports tops. If you are a Freya sportswear fan and interested in running or sporting activities we highly recommend you try out their fantastic collection.
Freya Active Swim
Alongside Freya Active is Freya Active Swim, introduced for the keen swimmers who need great support in the pool. With a small collection you are still offered a fantastic range of swimwear for all your needs. There is an underwired moulded swimsuit (picture below), a brand new high neck soft cup swimsuit, a classic tankini and an underwired moulded crop tankini. All these shapes offer outstanding support up to an H cup and they feature Sensitive Life Soft fabric that is quick drying and chlorine resistant.
Q&As with Lucy Ellis - Regional Sales Executive for Freya
- How long have you worked with Freya? 10 years
- What does your job role entail? I am the sales rep for all of the South West, so i spend a lot of time on the road meeting our customers and visiting stores. No day is the same! We work hand in hand with our customers to ensure we're supporting them as much as possible so i'm always listening to what they want as well as selling and getting our new products out there.
- What makes Freya such a popular brand? Freya had really taken the larger cup size market by storm! Freya's a specialist lingerie brand with its collection designed for the fuller bust/larger cup size woman, offering super-fashionable, cool and quirky collections which fit perfectly. Every season meaning there is something to suit everyones tastes. Freya's collections are available in an extensive size range: starting at a 28" and going up to a 38" and from a B cup all the way to a K. Freya also creates beautiful and unique swimwear which is just as stylish (and supportive) as the lingerie.
- What is your favourite Freya range? For SS16, i love the Utopia range - it's a feminine white base collection that has a stylish twist! Utopia features a great longline style which is fashionable yet gives perfect support and great shape for the fuller bust. Strawberry Fields from Freya is also a favourite of mine. Freya also does a really good range of basic styles perfect for everyday wear - and Deco, a great moulded t-shirt bra is one of our best sellers as well as being my firm favourite!
- And if you had to pick your favourite swimwear collection? The sports luxe inspired Electra range is very cool and the high-neck crop top style is a first for Freya which is very exciting! The Bondi range is also super stylish and is one of our best sellers!
- What can we look forward to from Freya in next seasons collection? Autumn Winter 10 is full of exciting new colours, styles and shapes, i think it is one of our best seasons yet so watch this space!
By The Girl in the Pink Bra
I had the pleasure of receiving a parcel from Freya Lingerie this morning. I have to say i was very excited! It revealed a beautiful fluorescent pink bag with hearts all over and a big Freya logo. Upon opening the bag I found branded tissue paper neatly wrapped around a gorgeous Freya Enchanted Lingerie set! The Enchanted collection was launched a few years back as a new continuity range in 3 colours, white, black and nude. Each colour has a unique coloured trim and bows to make it not only pretty but distinctive and fashionable. This colour, Anthracite, is the most recent fashion colour with a dark grey base and mint green polka dot bows and trims. It really works so well together. I have to say i love it already!
The Freya Enchanted bra is described as an underwired plunge balcony bra. After closer inspection of the bra, I notice it has a low centre front which is great for me. If the centre piece is too high the underwires can dig into my breastbone. It has a firm yet soft fabric on the base of the cups which is promising as it looks comfortable but sturdy enough to give a good shape. The straps are wide, which personally i prefer, so they don't dig into my shoulders but some women might think this as a bad thing especially if they wear a lot of strappy tops. This particular Enchanted bra goes all the way up to an HH cup in a 38 back and therefore needs to be supportive at every level. The fabric consists of 59% Polyester, 32% Nylon/Polyamide and 9% Elastane. The overall design is very pretty but not too heavy so it would be perfect for every day wear. The bubble print lace and polka dot satin bows make it look extremely feminine. I can't wait to try it on!
To be honest i am normally a 'shorts' kind of girl but these briefs are extremely pretty! The fabric is very soft and matches the bra perfectly. It offers a high leg cut and has full coverage at the back. The fabric consists of 66% Nylon/Polyamide, 16% Polyester, 11% Elastane, 7% Cotton. I am a dress size 10 and only from experience know that I needed to order a "Small" size. It is common for Freya knickers to come up slightly more generous than other brands however, the label does state a 'Small' is equivalent to a size 10, so for that reason i'm estatic!
Using Knicker Lockers 'How to put a bra on' guide the Freya Enchanted bra went on like a dream! I put the under-band on the loosest hook which was firm but not uncomfortable and adjusted the bra straps to the correct length as they were very loose. Immediately, I was pleasantly surprised by the overall shape of my bust. I have worn many Freya bras in the past, not all of them giving me a particularly uplifting shape but because of the extra firm fabric on the bottom of the cups the support is great. The underwires did not come up too high under my arms or in the centre front which can be a real problem for me. I thought the cup size might come up a bit small as there seemed to be minimal stretch on the lace cup but there was no bulging or creasing and it fitted extremely well!
The under-band sat straight around my body at a perfect angle and it did not ride up. I have noticed Freya bras can occasionally come up firmer around the back measurement but I believe they use heavy fabrics and elastic purely for the support element instead of decoratively. In all a very comfortable and supportive bra with a pretty design!
The briefs were just as nice as I originally thought. The 'Small' is a perfect size 10. The elastic is not too heavy around the edges so it doesn't cut into your skin and I love the two tone colour of the grey and green detailing, it's simple yet sophisticated. Even though my first choice is a short i am a brief convert on this occasion! Thanks Freya!
LOVE, LOVE LOVE. It's now going straight in my lingerie drawer! :-)
Psst...Freya Enchanted is available at Knicker Locker!
Being new on the scene and avid Freya fans for years it's impossible not to go wild when taking stock of their new collections! We currently have two beautiful continuity ranges in stock that are perfect for everyday wear and a stunning bikini set ready for the beach! New styles from Freya are being launched at Knicker Locker every season so make sure you don't miss out!
Freya Enchanted is a supportive, plunge balcony bra in sizes up to an H cup. It is low in the centre for less coverage and great shape. It is decorated with delicate lace embroidery and pink polka dot bows for a pretty feminine touch. It is available with a matching thong, brief and short for a great variety of choice.
Freya Idol is a fashionable moulded t-shirt bra with a light pinstripe effect. It offers a fantastic shape under t-shirts or any outfit for a seam-free look. Its pre-formed cups provide great uplift for everyday wear. A matching short is available with minimal VPL (Visible Panty Line) to complete the look.
One of Freya's bestselling collections, the Spirit Bikini is a continuity range in black with a gorgeous crochet overlay and bead detail. This sophisticated bikini set is a must have for the summer with two matching briefs to choose from. The lightly padded bikini top gives a smooth rounded shape and offers the perfect uplift.
Freya tells us how to check you are wearing a correctly fitting bra...
Over 80% of women are wearing the wrong bra size and we don't even realise it! Wearing the correct bra size can do a lot for you. Your bust will not only have great uplift but it will accentuate your waist line and give you a much more flattering silhouette. Freya's expert bra fitter Suzanne Pentland gives advice to ensure we know the correct way to check your bra fits.
"Always check the wire sits behind the breast tissue. You can also check this yourself by pressing on the wire, and if you feel soft breast tissue then the cup is too small and the wire will dig into the breast and as days go on it will be very uncomfortable. If you feel bone and not softness then the wire is behind the breast and the cup is correct. Also the bra wire should not be too far back as this will then catch under the arm which again can be very uncomfortable."
"Your bra should not move throughout the day. The band should be firm enough to sit in place throughout the day. If it's too big on the band, your bra will move and this causes rubbing on the skin, which can cause irritation."
Features of a good fitting bra:
- Underband firmly anchored around the body. Level at the front and back;
- Breast fully contained with the underwire;
- No puckering or overspill in the cup;
- Underwires sit flat against the chest wall;
- Breast well supported giving the best support;
- Comfortable and supportive.
Benefits of wearing the right size bra:
- Uplifted breasts;
- An improved posture;
- Minimised back pain;
- A waist you never knew you had.
Finally, Freya advice is to go for a bra fitting regularly, at least every 6 months to double check you haven't changed bra size. There are a number of factors that can make your bra size fluctuate including stress, dieting, exercise and hormones.
What Freya see as the 'Bad Bra Hell'
- When the underwire doesn't hold your breasts properly - it can dig in and let them droop;
- The straps slip off the shoulders because they are too loose;
- The straps are digging in to the shoulders because they are too tight;
- The underband is too loose and it's riding up the back;
- The underwire is standing away from the chest;
- The breasts are squeezed out of the cup causing a 'double boob' look.
Colour trends for Autumn/Winter 2016
Freya's winter trends explore the true hipster spirit with vibrant floral prints and contemporary blooms and motifs. Major influences include trendy outwear and everyday 'Erotica' with deep teal blues, greys and blacks. Daring colour combinations are seen throughout the collection teamed with romantic florals and edgy twists for a sexy, trendy explosion. We can't wait!
We can officially say Freya is one of the biggest brands in the lingerie and swimwear market! Their styles and collections continue to surprise us and their selection is astonishing. Freya has captured the hearts of the Knicker Locker Team and will hopefully do so for many years to come!
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