Freddy’s exclusive pant store opens in London

Sportswear designer and fashion extraordinaire Freddy have opened a pant store in Sloane Square selling their miraculous and stunning WR.UP pants, a pair of jeans that every lady needs to own!

Creator of Freddy’s, Carlo Freddi, started the company in 1976 specialising in the production, marketing and sale of rhythmic gymnastics and half pointe classical ballet shoes. As the 80s came along, men and women started working out together in the gym, which created a need for gym wear that made women look as great as they felt, and gave them a chance to flaunt the figure they worked so hard for. Being the forward thinkers, they revolutionised the 80s look, bringing sportswear into the fashion world.

Decades later, after designing the Italian Olympic teams’ outfits and sponsoring The Royal Opera House ballet, Freddy decided to take things to the next level, to design a fashion line, focusing on comfort, shape wear and to look gorgeously natural.

After a gruelling six months of non-stop designing, trials and tribulations, designers finally found the perfect cut and the perfect materials to create the absolute perfect pair of jeans: the WR.UP jeans. Unlike the generic jean cut, WR.UP jeans’ stitching is strategically placed around the bottom to create a “lift”, a natural curve in the right places. Not only that, but Freddy have used silicone within the jeans, so the material won’t go baggy or stretch; it will forever keep its shape around the person’s natural curve, and hold that curve into place! The silicone is also around the waistline, so the annoying habit of always lifting your jeans up will be a thing of the past, as the jeans will naturally stay where they should be. It truly is a work of genius.

Such clever and dynamic designs, with the silicone on the inside of the jean, you may think this would be uncomfortable. But using jersey material, these light-weight jeans are as comfortable as wearing a pair of sweat pants.

Luckily ladies, it’s not just jeans they have reinvented; Freddy have put their WR.UP technology into their gym lines too, so when hitting the gym, not only will you look fabulously stylish, but you will also look like you’ve been hitting the gym for years, with a gorgeously rounded and pert behind! Different colours, patterns, lengths and designs are all blessed with the patented technology from the classic jean to black polka dots and beyond; there is a WR.UP design for every taste and shape.

Not only have Freddy evolved with the times and started new trends in the fashion and gym wear world, they are changing the way we shop, opening a store just for trousers. Freddy’s “pant store” located in Kings Road in the upmarket Sloane Square, is an exclusive shop for the WR.UP line. The shop is beautifully stacked with rows upon rows of creative masterpieces, all wonderfully shaped for your bottom and legs.

Already a favourite in the celeb world, jeans have been seen on the likes of Britney Spears, Hilary Duff, Abbey Clancy and Hayden Panettiere, and a few known faces were there to support Freddy on their opening night, like Sophie Ellis-Bextor on the decks and reality TV stars showing us how it’s done in the spectacular jeans.

It’s a definite must-see, amazing technology for your curves, not matter what size they are, beautiful designs and the celebrity sign off. It’s taken a while to reinvent the jeans, but Freddy have done it and done it incredibly.

Holly Ashe
Photos: Adam Bennett