The Story

A little more than 10 years ago I took the first step into what I thought of as just a project but which turned out really to be passion. Little did I know that it was not only a first step, but it was the first day of a new chapter for me and so many other people.

From designing small collections of bags and shoes, the collections today hold everything a fashion-heart desires, and then some… Friis & Company is a text book example that creativity is without limitations and cannot be confined, why “accessories” in our vocabulary can be and is anything we want them to be.

From the very first idea of having my own brand, I ”just wanted to create something pretty”, but if truth was to be told, when I closed my eyes at night, I wanted to dress the world. I am not there yet, but on my way, thanks to some amazing people I share my mind and heart with every day. As a big fashion family we breathe the Friis & Company brand, so it can grow and evolve into something new and better. The collections too are created to be innovative and improved and change alongside time and fashion, to always mirror the life and love of the people we dress.

If I knew the direction of where my stilettos are bringing me and the rest of my company, I might as well quit in an instant. It is the unknown, the shortcuts, and definitely the detours that fuel me up and keep me going. I like to think the same of Friis & Company; the moment our daily life at the office becomes a routine performed with one hand tied behind the back, the energy and the magic is gone and the brand is left soulless.

This is why I can guarantee that no matter the direction or the destination, Friis & Company and I will keep hunting for the end of the rainbow and of course… deliver some kick-ass accessory collections along the way.

Lone Friis
Founder and Creative Director