Founder story
The search for well-fitting lingerie has been part of my life for as long as I can remember. Because of my body proportions, finding lingerie that was comfortable, well-made, elegant and truly wearable was incredibly difficult. As fast fashion and low-quality materials became more common, the problem only became more visible: lingerie was increasingly designed for standard sizes and idealised images rather than for real women and their everyday lives.
Freyra was born from this personal experience.
To me, lingerie is the first thing a woman puts on in the morning. It may seem like a small moment, but it is the beginning of the day. I wanted to transform this everyday routine into a quiet ritual of self-care — a moment when a woman feels supported rather than pressured, and free rather than expected to conform.
Freyra was not created simply to launch another lingerie brand. It was created to challenge the idea that women should adapt to lingerie. I believe lingerie should adapt to women.
I believe that comfort and beauty belong together. That minimalism can be deeply feminine. That carefully chosen fabrics and thoughtful construction can offer not only comfort, but also a quiet sense of confidence.
Freyra is my way of reminding women that their bodies do not need to be corrected. They deserve respect, comfort and garments that allow them to feel free.
Manifesto
We believe that a woman’s body does not need to be corrected. It does not need to become smaller, younger or closer to someone else’s idea of perfection in order to deserve beautiful lingerie.
We do not design for the ideal body. We design for the real one – the body that lives, changes, loves, gives birth, works, rests and moves through different stages of life.
We believe that comfort is not a compromise. It is a form of self-respect. Every morning begins with the first thing that touches the skin – we want that moment to become a quiet ritual of confidence rather than a source of doubt.
To us, minimalism is not the absence of detail. It is clarity. It is freedom from excess. It is the ability to feel your body instead of hiding it.
We choose quality over fast fashion. Thoughtful design over seasonal trends. Longevity over disposable consumption.
Freyra is not about how a woman should look. It is about how she wants to feel: confident, free, calm – herself.
You are held. You are seen. Enjoy the moment – feel your body.