Who? Freed of London
What? Dance Shoes
Created in the West End of London in the 1920s, 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, together with his wife, Mr Freed revolutionised the dance shoe industry by tailoring shoes to a dancer’s individual needs.
The philosophy remains.
Freed of London shoes are worn by many of the world’s leading dancers, are sold worldwide and are still made by hand in the UK. Over 330,000 slippers are made each year to fit a single foot.
‘Something so fine and rigorous has a highly skilled handmade process.’