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MEET AVAVAV

After co-founding the globally influential brands Cheap Monday, Weekday and Monki, Linda and Adam Friberg are creating AVAVAV as the perfect expression of Linda’s personal style, interests, values, and beliefs. Inspired by her life with her family in Florence and her Swedish upbringing, Linda creates her vision of the items every woman needs. Her soft tailoring and flexible fabrics drape and flow gracefully, making her garments consistently appear polished and feminine throughout the day, season to season. 

As Linda explains: “I loved the adventures we had with Cheap Monday, Monki and Weekday. We tried something new and created our own path. With AVAVAV, I am using the endless possibilities I have here in Florence, to be fast and flexible, while tapping into hundreds of years of experience of the local factories. AVAVAV is an evolution of my admiration for this Italian craftsmanship and my beliefs about affordable luxury.” 

RE-THINKING THE SYSTEM:

By only producing small quantities of each product, shortening the production process and incorporating leftover materials from high-end brands, we keep cost down and waste to a minimum while staying relevant. While we never compromise on quality, our ethics always come first. We are proud to work with the finest artisans near Florence. Throughout our supply chain, we rigorously and wholeheartedly abide by the Code of Conduct, based on ILO Conventions for labor practices and the UN’s Declaration on Human Rights, setting standards for labor rights and safety practices. 

RE-THINKING THE SYSTEM:

By only producing small quantities of each product, shortening the production process and incorporating leftover materials from high-end brands, we keep cost down and waste to a minimum while staying relevant. While we never compromise on quality, our ethics always come first. We are proud to work with the finest artisans near Florence. Throughout our supply chain, we rigorously and wholeheartedly abide by the Code of Conduct, based on ILO Conventions for labor practices and the UN’s Declaration on Human Rights, setting standards for labor rights and safety practices. 

THE STYLES:

“AVAVAV is fashion supporting your lifestyle. Too often our wardrobes have too many options. What we need are chic go-to looks that are not overwhelming. I use customers’ feedback to update pieces and answer their needs.” The garment is designed to work for you by shaping and creating attiring silhouettes. Our clothes help you look and feel at your best, in every moment. As Linda says: “It is something I try to do with everything I do: elevate my ideal woman every day.”.