Freed of London

Overview

History

Freed of London is the world’s leading designer and manufacturer of professional dance shoes. With an extensive history dating back to 1929, Freed of London shoes are hand crafted in the UK and today the Freed of London portfolio includes dance apparel, bridal and fashion collections.

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 revolutionized 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 Baller, New York City Ballet, American Ballet Theatre, Miami City Ballet, Ductch National Ballet, Parish 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.

FREED OF LONDON, USA

In 1975 Freed opened a store in New York City, and for over 39 years it has serviced US and Canada customers with exemplary service and products. Originally located on 57th Street in midtown Manhattan, in 2001 the showroom, distribution warehouse and US offices relocated just across the East River from midtown Manhattan in Long Island City and remains there still, providing fittings to dancers and filling orders for individuals, dance retailers and ballet companies across North America and Canada.

In 2013, the Chacott by Freed of London store opened in midtown Manhattan and is now located in the Flatiron district.

Founder

• Frederick Freed - in 1929