The Duo Taking The Hassle Out of Sustainable Shopping.

Interview with Anna Frendo, by Emma Golley

02.01.2022

The second hand fashion market is growing rapidly - so rapidly in-fact it is predicted that by 2030, it will have overtaken the fast fashion market to be twice the size! According to a global report by Thredup, the resale market is growing 11 times faster than traditional retail to be exact. It’s no wonder that so many entrepreneurs are switching gears and moving into the conscious fashion space.

At the beginning of 2021, Anna Frendo and Beth Fordham (formerly Shackleton) came up with their idea to launch a 'preloved’ shopping and styling service, with the goal of making sustainable shopping easier for their customers. We spoke to Anna, Co-Founder of Frendo and Shack, to find out why shopping preloved is so important and what makes their business model different to others…

Hi Anna! Tell us about Frendo and Shack and the idea behind it:

Frendo & Shack is a personal styling and shopping service, that provides premium quality outfits at affordable prices. We believe that there are many people out there who want to shop fashion more sustainably and like the idea of buying vintage and second hand clothing. But they haven't got the time or just don't know where to begin. Charity shops and vintage fairs can be really overwhelming, full of rails and rails of clothing that aren't merchandised into trends or outfits. We take that hassle away from our customers, we cut through the noise and shop for them. We style individual outfits for each customer. All garments are lovingly cleaned and repaired where needed.

Why is 'shopping preloved' so important to you and why should consumers consider this as an alternative option to shopping fast fashion?

Our main mission at Frendo & Shack is to support the international efforts to change fashion consumer habits. This is because, in short, we all know and have read that textile waste is becoming unmanageable and we know this needs to change. This is our small, work-in-progress contribution to clean up the fashion industry and to shape the future of shopping. Shopping preloved has a less negative impact on the environment whilst still being able to enjoy beautiful outfits.

What makes Frendo & Shack unique compared to other preloved businesses?

Our concept works in a different way to other preloved companies because not only do we source beautiful, preloved clothes from premium brands and designers, as well as one off vintage pieces like other businesses - we offer personal styling, building outfits for each individual customer. We really interact with our customers through our initial questionnaire as well as messaging and calls to really find out what they are looking for. We also offer our 'host a party' package. This can be at a customers home with a group friends or online video call. We provide each party goer a personal styled outfit that they can try with their friends, enjoy a glass of bubbles and some laughs. We are there, onsite to offer styling tips and advance. It's been a really successful concept and we absolutely love doing it.

“This really does make us feel proud that we have encouraged someone to change their shopping habits.”

Launching a business can be a daunting task, what helped you decide to turn your ideas into reality?

About this time last year, (during the UK lockdown when you could meet only one other person outside) Beth and I would meet for a walk with our dogs, a coffee and some left over Christmas chocolate from our kids! We had chatted previously on the phone about the concept however I remember this day as it being the start of our journey so far. We were both not completely enjoying our jobs at the time and we wanted to do something that we both loved and were passionate about. We sent questionnaires to a number of people to see if the concept would be something of interest. We were so overwhelmed with the positive and supportive feedback that we couldn't not do it, after that Frendo & Shack was born!

Since launching, have you seen an uptrend of customers interested in pre-loved fashion?

What is lovely about our customers at F&S is that a lot of them haven't shopped preloved clothing before. Some have been so happy with their purchases that they've ordered more outfits. This really does make us feel proud that we have encouraged someone to change their shopping habits.

You're also a designer too, tell us a bit about your background in fashion and how that influences your business...

I've worked as a fashion designer for many years and I adore the creative side of the job and always have done. I love seeing a creation from initial concept through to seeing someone wearing that style. That spark will never fade for me. I get the same buzz when a customer loves their outfit and sends us photos of them wearing it, it's my favourite part of the business alongside working with a truly amazing talented friend! Is that too cheesy?? Oh well, no smoke and mirrors here!
Being a designer, styling is always a big part of your job. When you're designing a style you have to think about how it’s being worn, what with and where. With each outfit we style, we put it through the same test, what with, where to and how.

“We've come across problems that we've had to solve and we've pushed each other outside of our comfort zones which has been really scary but rewarding.“

What are your future goals for Frendo & Shack?

To continue to grow and learn as we do. Our journey has taken us down different, unexpected paths already. We've come across problems that we've had to solve, and we've pushed each other outside of our comfort zones which has been really scary but rewarding. We want to grow every aspect of the business, parties, pop shops, charity events, we have so many ideas. 2022 we will see the launch of Menswear which we're currently working towards and super excited about.

Do you have any advice for entrepreneurs looking to make a positive change within the fashion industry?

It's a really personal journey starting up your own business. I'm definitely still a beginner at this myself but the one thing I'd say is always stay true to your core concept and the reason you are doing it. As we've learnt so far, problems occur. Some things aren't possible like you thought they'd be, however there is always another way around it - but you should always do it in the interest of your concept. If it doesn't feel right doing it that way, don't do it, try a different route. What's also been key for us has been feedback. We stopped and asked for feedback at every phase which has really shaped where we are today and where we're heading.

Thank you Anna! You can check out Frendo & Shack via their website and their IG for more info!

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