Freed of London

Freed of London is a British dance-footwear and apparel brand founded in 1929 by cobbler Frederick Freed. According to the company, it began in a Covent Garden basement in London’s West End, where Freed and his wife made shoes to individual dancers’ needs. The brand says that its shoes continue to be made by hand in the UK, carrying forward that made-to-measure approach. Pointe shoes are central to Freed of London’s identity. The company describes its Classic Pointe Shoes as traditionally made using the “turn-shoe” method, with many pairs customised to dancers’ specifications. It says that in 1996 it developed and launched the Studios pointe-shoe range, bringing newer manufacturing technology together with its established experience. Its current dance-shoe offering also includes ballroom shoes, with options and bespoke combinations intended for different dancers and uses. The company’s website also presents dance apparel, bridal and fashion collections alongside footwear. It describes Freed as serving ballet and ballroom communities and offers online ordering, including information for EU customers. The supplied evidence does not establish the brand’s current ownership, corporate parent, headquarters beyond its London origins, or a complete list of the countries in which it operates.

Freed of London traces its origins to 1929, when cobbler Frederick Freed founded the business in a basement in Covent Garden, in London’s West End. The company’s account says Frederick Freed and his wife tailored shoes to the needs of individual dancers. This emphasis on specialised fit became a continuing part of the brand’s approach. The company describes its shoes as handmade in the UK. The brand became known for pointe shoes. Its Classic range is made using the traditional “turn-shoe” method. The company states that close to 250,000 pairs of Classic Pointe Shoes are made each year and that two thirds are made to individual dancer specifications. These figures are claims reported on the supplied official pages, rather than independently verified measurements. Freed expanded into ballroom footwear. It says it had earlier applied its expertise to theatrical shoes, and that it began to make use of its dance-shoe knowledge in ballroom in 1969. The company describes its ballroom styles as carefully hand-crafted, with materials and design options selected to suit different types of dancing and dancers. Its website also highlights bespoke options. In 1996, Freed developed and launched the Studios pointe-shoe range. The company presents the range as combining newer manufacturing technology with its historical experience, aiming for consistency while retaining features associated with its pointe shoes. The present-day website describes a broader portfolio that includes ballet, ballroom and garments, as well as bridal and fashion collections. It also offers online orders and provides information for EU customers. The supplied evidence does not specify the brand’s current owner, corporate structure, or the full history of its international distribution.

• 1996

  Studios pointe-shoe range launched

• 1969

  Expansion into ballroom shoes

• 1929

  Freed of London founded in Covent Garden

A specialist dance-shoe brand emphasizing British handcraft, dancer-specific fit, and products for ballet and ballroom.

• Classic Pointe Shoes

  A traditional pointe-shoe range made using the turn-shoe method; the company says many pairs are customised to individual dancers’ specifications.

• Studios pointe-shoe range

  Launched in 1996, the range combines manufacturing technology with Freed’s experience, with the company emphasizing consistency.

• Ballroom shoes

  Hand-crafted dance shoes offered in different materials, designs and configurations, including bespoke options.

• Dance apparel, bridal and fashion collections

  Additional categories included in the company’s current portfolio description.

• No VAT charged on EU customer ordersOther

1. 1Home - Freed of Londonfreedoflondon.com
2. 2Pointe Shoes - Freed of Londonfreedoflondon.com
3. 3Ballroom Shoes - Freed of Londonfreedoflondon.com