Dana Frider launches new fashion brand for the first time

Dana Frider is stepping into the fashion world for the first time, launching a new brand called FREEDÈR. This collection, which includes 25 pieces, merges stylish comfort with freedom of movement. It draws inspiration from Frider’s deep connection to dance and sports, while also paying homage to her childhood in the '90s.

“A year ago, I returned to the dance studio and found myself staring at the clothes worn by the dancers around me. After a quick search, I discovered that the clothes they wore for hip-hop were either from men's collections or ordered from abroad. It gave me a flashback to my childhood when I would steal my brothers' basketball shorts,” Frider shares as she explains the inspiration for her new brand FREEDÈR, which stems from her love for dance.

“I remembered the soft, romantic bodysuits I used to see on dancers in every studio I danced in, and I decided that if I couldn’t find those clothes, I would make them here in Israel. And so, from one pair of pants, the first collection of 25 items was born."

The actress and dancer has long been one of the most prominent fashion icons in the Israeli industry, and it was only a matter of time before she launched her own brand. Today, after teasing her followers on Instagram for quite some time, Frider officially announces her fashion brand, which will be sold exclusively online starting this Friday, September 20th. The collection offers a refreshing, locally-made line of sports-casual fashion with street style elements for women and girls, along with a few unisex designs that cater to men and boys.

“My love for comfortable casual clothes comes from home. Years of dancing, sports, and every possible activity led me to create a brand that connects all these worlds and blends my childhood in the '90s with today’s style,” Frider explains. True to her commitment to Israeli roots, the brand uses high-quality fabrics. “In the last six months, I’ve been working intensively to establish the brand. I spent time in fabric warehouses, working with pattern makers who turned my vision into cuts, making adjustments, developing, meeting with digital marketing and social media teams to realize my dream in the most precise way," she adds.

So, what can you expect from Dana's new line? Oversized 100% cotton shirts you can’t ignore, mesh basketball shorts with a feminine touch, innovative activewear, and wide sweatpants made from fabrics suitable for the Israeli climate. Alongside the clothes, the brand also offers accessories to complete the perfect look: caps, leg warmers, socks, and headbands. The size range runs from XS to XL, with prices ranging from NIS 80 to NIS 520.