In 2022, I set out to create Frequency. I imagined it as a home, a place to collect all my favorite things, creatively curated and designed my way, and communicated (very loudly) with honesty, humor and authenticity.
One thing led to another, and Frequency officially launched in 2023, as a one-stop-shop for the tried and true tools I use to feel my best, including skincare, activewear & body care. I can say that my experience as a yoga teacher, my passion for Ayurveda, my quest to find holistic skincare solutions, or my shameless love of all things self-care, influenced the birth of this brand. Which would all be true, but to be honest, are not the most important factors.
It was my indifference towards the big names in the space that catapulted me to create my own. While looking at an industry that is inherently so personal, one that capitalizes off of each consumer choosing to make the important investment to care for themselves, I found a lifeless, inauthentic, trend-following market. An oversaturated space filled with earth tones, minimalism, and pricing that excludes that masses.
I wanted Frequency to be different. I wanted a heart to beat within the bones of the brand, a community of people who want to cut through the bullsh*t of triple-digit priced yoga mats that won't change your life, the beaten-down and overused buzz words like 'holistic', 'wellness' and 'lifestyle', and the idea that there's a special club you can buy your way into to make you love yourself, because I'll be the first to tell you, there isn't.
With Frequency my only goal is to supply the tools and information, that happen to work for me, for you to feel like your highest self. For you to raise your frequency. I'm not looking to sell to everyone, quite the opposite actually. I'm looking to sell to the people that this message speaks to.
Something I've said repeatedly since we've launched has been "A sports bra is a sports bra is a sports bra. A serum is a serum is a serum." I am under no impression that Frequency's products are individually changing the world, no matter how great they might be. But I do believe that Frequency's message is.
Dare to explore what makes you feel like the best version of you. Dare to be free of any guilt harboring over your time to take care of you. Dare to choose yourself. In whichever way speaks to you.
'The 1964 Collection' is my very colorful, very camp, very loud way of saying exactly that.
Frequency is not just a lifestyle brand, not just a wellness brand, it is a brand with a heartbeat; dare I say, the first of its kind. My original intent was to make Frequency feel like home, and I hope it does to you.
Meet the 1964 Collection, available now. And cheers to many more, very loud, very fun, very frequency collections.
