Our mission today is the same as it was in 1972: to design shoes that help young people try new things, explore fresh experiences, grow into themselves, and step confidently through every chapter of life. We’ve been around through every season, era, and cultural shift. Our very first shoe, the Frida clog, was a bold reimagining of traditional Swedish and Japanese designs - our first shot at trying something different. It was unique, distinctly modern, and in tune with the free-thinking, rebellious, and curious spirit of the 70’s. That spark? It’s still in everything we do. Decade after decade, we’ve designed with the same joie de vivre. Trying has always defined us. Nerves and excitement are our north star, we find joy in the journey. We take inspiration from the world and the people in it to create wearable styles that inspire self-expression, bring fun into the everyday, and outlive the trends to become a beloved core memory in your closet.

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