Launching an online clothing label was the furthest thing from Adriana Frescura’s mind.
A marketing communications professional, she just wanted a well-made cotton t-shirt with sleeves that covered her upper arms to the elbow—and remained that length after washing. But there was no ‘go to’ label, retailer or website upon which she could consistently rely.
“No one was creating daywear specifically for women around my age—we were invisible,” she says, “you could buy a great design, or you could cover up, but rarely both.” Into this breach her label, Frske, was born.
The Frske aesthetic draws upon Japanese minimalism and French street chic. There is an understated elegance about the clothes Frescura designs; they appear simple, yet are beautifully detailed.
When we heard about this new label, we got in touch with Adriana to find out more about the woman behind the brand.
Tell us a little bit about yourself and your current job?
50+, married, no kids, middle child with two sisters, 4 nephews and a niece, mum, extended family on partner’s side, and Edie, our 5yo West Highland Terrier.
I have a background in events, marketing and communications and up until December 2017 I was contracting for various Victorian government departments.
Then, I decided to take a leap into the unknown.
My body had changed. All my sleeveless tops and dresses were moving to the back of the wardrobe and I was struggling to find clothes to cover both my upper arms and legs. Finding them in the one place was impossible.
I thought there has to be more women like myself who find this a frustration…. thus Frske clothing was born.
What is your goal/ what are you passionate about?
Making Frske an ethical, sustainable business that supports, empowers and celebrates women.
I want to be part of change in the industry, help it move it towards more modest, ethical, slow fashion; encourage women to buy better not more, to care, repair and re-wear to enjoy a longer life from their clothes, and to champion the use of natural fibres.
What are the most challenging things about your life?
Living with anxiety. Some days are easier than others. Finding time in a busy life to schedule in me time for mediation and reflection.
Balancing visiting mum in regional Victoria, catching up with other family and friends, small business demands, exercise and eating properly.
What are the most rewarding things and what are you most proud of achieving to date?
- Most rewarding things:
o Achieving personal goals such as training for & completing the Great Victorian Bike Ride; completing a Master’s degree, starting a clothing label, caring for dad when he was dying, public speaking, creating a network of like-minded women, pulling off a great event, knitting/sewing/gardening.
o Having a loving and supportive family and group of friends.
- One goal most proud of – Believing in myself.
How do you find balance?
I’m ‘solar powered’, so going to bed early is important and getting enough sleep.
Eating properly and fitting in exercise.
Taking time for me – reading, walking the dog and spending time with my partner, friends, mum and family.
Having a diary (I’m old school, I prefer hard copy)
Do you have any mentors or people who inspired you to follow your dream?
Besides supportive family and friends, a small network of like-minded women—all clothing startups—get together each month at the local library to inspire, motivate, share ideas and challenges, listen, go to events together, phone and ask questions, and celebrate wins in business and life. I love this group of amazing women of all different ages.
My partner and best friend– has always been my closest supporter. He’s smart, incredibly positive, and loving (we certainly have our differences of opinion at times, but all is good).
Online women’s forums/groups e.g. ‘Like-minded bitches drinking wine’ on Facebook – women like Leigh Sales, Lisa Wilkinson, Virginia Trioli, UK’s Alyson Walsh – That’s not my age’ blogger, and of course Deborah Hutton’.
Women in my local community e.g. Anne Horrigan Dixon AO for her work with refugees.
Other Australian designers such as Easton Pearson, Kara Baker.
What is inspiring you at the moment (reading/ watching/learning)?
Fabric, vintage Patterns, streetstyle, anything fashion.
Books like ‘Vivienne Westwood’ by Vivienne Westwood & Ian Kelly; Kate Spade ‘She’ and ‘Women Kind’ by Kirstin Ferguson and Catherine Fox.
Grand Designs by Kevin McCloud – anything architecture/design/art.
Do you have a message for women over 40?
- Be kind to yourself and others.
- Make time for your physical and mental wellbeing
- Tell your family and friends you love them!
- Get to know your local community/ or like-minded tribe (in sport, creative endeavours, book clubs, volunteering…),
- Try something different, don’t let fear stop you.
- Be you. Be Playful. Be silly. Laugh a lot.
What does the future hold for you?
Building a sustainable, ethical clothing business.
Getting another dog, cat, animal… maybe even a ‘little love shack’ by the beach.
Living a slower and more meaningful life – meeting new people, growing vegies, reading, learning to work with wood (using the tools my father left us—he was builder), cooking, knitting and sewing. Simple things… that’s where you find happiness.
Find out more about Frske