With an extensive history dating back to 1929, Freed of London is an iconic brand for handcrafted pointe shoes. The company originated in the UK and was founded by Frederick Freed, who started working from a basement in Covent Garden, the same location where the brand’s flagship store now stands. Mr Freed and his wife revolutionised the dance shoe industry by tailoring pointe shoes to a dancer’s individual needs. Today the Freed of London portfolio includes dance apparel, bridal and fashion collections.