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Brand in Focus: Freya Active

Freya, the revolutionary bra brand, was launched in 1998 with a mission to make women with larger bust sizes feel great and look amazing: ‘an awesome mission we love’.  In 1999, just a year after the brand’s launch, they entered the digital space with the creation of the Freya Active website, bringing their great fitting styles to the Internet.

Since then, one great idea has led to another.  New styles, new lingerie styles, bra-sized swimwear, sports underwear, lounge wear and an exceptionally modern approach to getting the message of great fit out there in the digital age.  Constantly reinventing the bra design by implementing modern engineering and scientific techniques. They have been perfecting the fit and sizing of their Bras to become one of Europe’s most trusted and reliable bra brands.

Timeline: 2002-2009

2002: Freya Swim launched its fabulous and sexy swim collection bringing Freya to the beach. Two years later Freya relaunched their website with a new look and better design.  The changing speed of the digital age encouraged them to refresh their website just five years after it was first launched.  Following this, Freya continued to complete new milestones.

2006: Freya J-Cup size bras were introduced allowing many more women to enjoy the Freya collection.

2008: Freya Active was launched. It’s important you look after you girls so Freya introduced a range of sports bras with maximum support. In the same year Freya introduced a complimentary Freya Active Microsite to get the message out there and get active women clicking.

2009: First size 28 back and first moulded bra created.

Timeline: 2010-2015

2010: First strapless bra created and K-cup size introduced allowing thousands more women to ‘feel the Freya love’. In the same year, Freya goes social with a presence on Facebook and Twitter making their collection easily accessible to more people. Another great addition to their fashion lines in 2010 was ‘Freya Lounge’, a comfortable and cool collection of sexy loungewear. Not only was 2010 a busy year for Freya in terms of launches and brand expansion but a memorable one too, achieving the title of “Global lingerie brand of the year” by Salon International de la lingerie. Phew, what a year.

2011: Freya Active Swim launched for the more serious and athletic swimmers out there. The Freya website also relaunches with a range of new features such as health tips, great hints and hacks. Included topics were 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 Eveden Group, Freya’s parent company.

2014: Freya Active research participates in the most comprehensive breast research study ever undertaken. Check out the results.  Freya Active also receives the award for the ‘Sports Bra Brand of the Year’ at the UK Lingerie Awards. Go Freya!

2015: Wacoal Eveden becomes Wacoal Europe. In the same year Freya wins the Cosmopolitan Fashion Award for best Luscious Lingerie 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 design their products to support a wide range of sizes allowing more women to get active with the support they need.

Amy x

Amy Jaffers

Amy is the face behind Sports Bras Direct, Australia’s largest sports bra website. She's a mother of two, outdoors lover and sports bra expert. Her life mission is to help active women get the support they need as well as assisting women in need through her charitable donations.

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