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The Freya brand was launched in 1998 with the mission to make women with larger bust sizes feel great and look amazing (a pretty god mission to have and one that we like). The following year they entered the digital age with the creation of the Freya website bringing their great fitting styles to the World Wide Web. Since then, one great idea has lead to another. New styles, new lingerie, bra size swimwear, sports underwear, loungewear – not to mention new ways to get the message of great fit out there in the digital age.


In 2002 Freya Swim launched their debut swim collection bringing Freya to the beach. Two years later Freya launched a new website. The speed of change of the digital age encouraged their website to be refreshed just five years after launch. Following this Freya continued to complete new milestones:

2006 – J-Cup size introduced allowing many more women to enjoy Freya.

Freya Active Logo2008 – Freya Active launched

2009 – First size 28 back and first moulded bra created

2010 – First strapless bra created and K-cup size introduced allowing thousands more women to ‘feel the Freya love’. Freya also goes social with presences on Facebook and Twitter. Freya lounge also launched with a new range of loungewear. They were also named global lingerie brand of the year by Salon International de la lingerie. Phew what a year.

2011 – Active Swim launched for the more serious swimmers out there. The Freya website was also relaunched with a range of new features and great hints and tips. Included was Freya Bra Doctors and Fitting Talk, a new blog dishing up the latest news, views and thoughts on Freya, fashion and more.

2012 – Wacoal acquires Everden Group, Freya’s parent company.

2014 – Freya Active research took part in the most comprehensive breast research study ever undertaken, find out the results. Freya Active also receives the award for the Sports Bra Brand of the Year at the UK Lingerie Awards.

2015 – Wacoal Eveden becomes Wacoal Europe.

Freya Active Brand

Freya’s Values (as stated on their website)

‘At Freya our vision is simple: to offer great-fitting, gorgeous lingerie that every woman deserves.

Our continued global success is based on creating the best lingerie we can, whilst following these core principles:

 Always having a passion for our product

  • Working with respect for each other
  • Being flexible and focused on change
  • Recruiting, developing and retaining the best people
  • Being in partnership with our customers and suppliers’ 

Our Verdict: Wow, what a range of sports bras. If you have a bit more up top and you want maximum support it is hard to go past Freya. Women come in all shapes and sizes and we love that Freya bras are designed to support a wide range of sizes allowing all women to get active with the support they need.

Check out our Brand in Focus: Freya Active blog.

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