Tell Freya What YOU Would Like to See!

Image via The Resolve Project

Sweet Nothings and I went to Eveden's New York headquarters on Friday to discuss their company news, the Spring/Summer 2014 bestsellers and to share the feedback we've received from you guys through blog comments and social media. Unsurprisingly, the conversation quickly turned into a lengthly discussion about Freya and we touched on a lot of elements I've written about here, including their lackluster look books and strong competition in the youth market. We gave Eveden an ear full about how we'd like to see Freya's focus to change and the direction we think Freya should consider for the the future.

At the end of the meeting, they asked us, "Do you think these ideas capture what your readers have been saying?" and we both said yes, however it got me thinking about how to create real change. Our individual opinions can be casually brushed aside by these international companies, but if we speak in one distinct voice as a community, it's tremendously powerful. I've decided that after I conclude my series on Freya, I'm going to gather all the comments on these posts, organize them by subject and send them to my contacts at Eveden. Therefore, if you see something in the Freya posts or comment threads that you agree with, please include a little note that you seconded the idea. Or, if someone hasn't mentioned a design concept or fit change that you'd like to see, mention it because maybe someone else feels the same way.

My next post will be on Freya's aesthetic design, one in terms of what we'd like to see in their basics and another on their fashion. I'm also thinking of including two more, about fit and technical innovation. Are there any other BIG issues with the brand that you'd like to discuss?