History

Frederick Freed was born in London’s East End, the son of a sample shoemaker.

After spending much of his early life working as a cobbler at Gamba in London, Mr Freed opened a retail store in Cecil Court with his wife and assistant.

Working in the basement of the shop, he produced bespoke Pointe Shoes for each customer. Margot Fonteyn and Anna Pavlova were among his first customers.

Production becomes too big for the basement of the store, Freed relocate to Endell Street, Covent Garden.

The Royal Academy of Dance received its Royal Charter and began a continuing association with Freed of London.

The Royal Opera House reopens after WWII, becoming the permanent home to the Sadler’s Wells Ballet. George Balanchine also founded the NYC Ballet, both of which became signature Ballet companies for Freed of London.

Freed of London become one of the most prestigious and leading Pointe Shoe manufacturers in the world. Manufacturing quickly outgrew the Endell Street premises, so production was moved to Mercer Street. Freed of London Limited registered at Companies House and moved to a larger shop in St. Martins Lane.

Moira Shearer wears Freed of London Pointe Shoes in the classic film ‘The Red Shoes’.

Sadler’s Wells Ballet tour of USA & Canada, showcases the English style of Ballet as well as Freed of London Pointe Shoes. Prima Ballerina, Margot Fonteyn receives outstanding reviews for her performance and exquisite footwork whilst dancing in her Freed of London Pointe Shoes.

Freed of London begin to supply many of the world’s international Ballet companies such as The Royal Danish Ballet, Paris Opera Ballet and La Scala Milan as the post-war Ballet boom continues.