From humble beginnings in London’s West End, Freed of London was founded by cobbler Frederick Freed in 1929. Working from a basement in Covent Garden, the same site where the brand’s flagship store now stands, Mr Freed and his wife revolutionised the dance shoe industry by tailoring shoes to a dancer’s individual needs. To this day this philosophy remains, and Freed of London shoes continue to be made by hand in the UK.
Two thirds of all Freed Classic pointe shoes are made to dancers specific requirements and are worn by Prima Ballerinas worldwide including Sylvie Guillem, Nina Ananiashvilli, Tamara Rojo. Leanne Benjamin, Evelyn Hart, Alexandra Ansanelli, Patricia Barker and Alexandra Ferri. Freed of London also supplies most major ballet companies in the world including The Royal Ballet, Birmingham Royal Ballet, English National Ballet, New York City Ballet, American Ballet Theatre, Miami City Ballet, Dutch National Ballet, Paris Opera Ballet, Finnish National Ballet, Scottish Ballet, Rambert Dance Company and Pacific Northwest Ballet, to name just a few.
Freed of London regularly supply to West End and Broadway productions, feature regularly on national UK television on Strictly Come Dancing, X Factor and Dancing on Ice, and have also appeared in the Harry Potter and Pirates of the Caribbean films and most recently in Snow White and the Huntsman. The brand’s celebrity clientele includes Amy Winehouse, Naomi Campbell, Natalie Portman, Sheridan Smith and Patrick Swayze to name but a few.
Available in over 50 countries, Freed of London has enjoyed successful, continuous growth. From a basement in Covent Garden, today the brand consists of nine retail stores, seven offices, five warehouses and three manufacturing sites across the world.