about us

How it all began...

Froy & Dind is a Belgian fashion and accessories brand for adults, children and new-borns created with love and passion by Froya and Adinda.
The Antwerp label was born in 2008 out of a long friendship, a similar taste and a common search for
ecological and original products with colourful patterns that describe a world of happiness.


Froya and Adinda met each other in art school and because they had to share a drawer for their
work, they soon discovered it to be very much alike. Bubbling with ideas they happily designed for
family and friends and parties, always inspired by their own childhood, their children and their
collections of nostalgic
little treasures. 

In 2008, they decided to go for it. Their humble first collection of three postcards ‘kers op de kaart’
became a success. More postcards, completed with badges and magnets, found their way to 80
selling points throughout the Benelux and France.


In September 2009 they exhibited tin boxes in four different shapes in the Netherlands and in Paris.
Their own houses became too small for the logistics so they bought a warehouse and decided to quit
their regular jobs to cope with the work load.


In 2010 the range of tin products grew and notebooks made of 100% recycled paper were added to
the collection. At this point, Adinda’s husband Arne became part of the company. Froy & Dind
exhibited at fairs in Paris, Amsterdam, Utrecht, Denmark, Germany, London, New York and Tokyo to
name a few. The number of shops selling their brand grew even further.

 
Again, the warehouse became too small in 2011, forcing them to move to a bigger place and taking
the opportunity to install their offices until then located at their homes and their first showroom
under one roof. Also, the first collection of basic family wear is produced according GOTS certificate,
which means every step from farmer to the end product is carefully checked, both ecologically (use
of organic cotton) and socially (working circumstances and wages).
By that time, Froy & Dind is not
only shown on decoration fairs but also represented on fashion fairs in Amsterdam, Stockholm,
Copenhagen, Paris, Hamburg, London, Oslo, Frankfurt and Utrecht.


In 2012 Froy & Dind started to work with agencies to cope with the explosive growth of products and
selling points. They also produced a summer and a winter collection in jersey fabric.

Mark, Froya’s husband, is joining the company as well.


In 2013, they released a children and baby care
collection (
GOTS certified), and a variety of school supplies. In spring, they opened a small shop in
Antwerp and in October a new web shop was launched. The agencies are now working all over the
world, adding Japan, Australia, Scandinavian countries, Israel, Switzerland … to the distribution area.
The offices and the showroom moved to a beautiful new location in the centre of Antwerp

The shop became too small for their growing collections and in 2014 they moved to a larger
compound in ‘Quartier National’ a famous shopping district in Antwerp. They also started releasing
their first line of maternity clothing!

In 2015, only two years after they moved their offices, the place became cramped. So, they found an
old factory in Berchem (Antwerp) that they renovated into a beautifully spacious headquarter for
their showrooms, offices, design office etc… They produced new extra-soft GOTS labelled fabrics,
with which they made a super comfortable night- and underwear collection for children as well as
grownups!  

Their Froy & Dind shop was not capable of holding their ideas anymore, so in 2016 they came up with
a new concept, they would become a leading force in ecological fashion in Antwerp by opening a
multiband shop. In which they would sell not only their own brand, but also shoes, jackets, jeans,
sunglasses, socks, and everything in between, all from brands that have the same mindset as Froya &
Adinda: ecological, sustainable, comfortable and beautiful. The shop was called F.A.A.M; named after
the company’s leaders and their husbands. That year they also released a second brand with
everyday-wear for men, named MUNOMAN after Adinda’s oldest son.

2017 was a very busy year for the company! Froya and Adinda won the WOMED AWARD 2017 A
prestigious award for female entrepreneurs in Belgium. A big reward for all the work and care they
put in building an eco-friendly and sustainable; but more importantly fun and comfortable brand!
They released two new brands called OY&DI and Onnolulu, one brand with timeless and effortless
clothing for elegant women; The other has delightfully cute clothes for adventurous children as well
as a collection of bags all made from recycled PET-bottles! Furthermore they opened a FAAM shop
exclusively for men, and additionally rebranding the old “Froy & Dind shop” to “FAAM baby & kids”.  

As you can see the company has grown a lot and so did its staff! They began with two friends and a
sketchbook and now have more than 16 lovely people working with them in the Shops, headquarters
and designer office.

The goal is that all Froya & Adinda’s ideas for the future, as well as all of their brands (old and new)
can be found under the umbrella of GREENQUENS. This way GREENQUENS will become their
epicentre for ecological and sustainable fashion. 



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