About us
There’s a feeling you get on a Friday. The pressure eases. The pace slows. That feeling translates into a dress code. A balance of effort and comfort.
That’s the inspiration we design from at FRDY. A shift towards less, chosen well. Thoughtful design. Lasting quality. Everyday refined.
Anna Shone is the creative force behind FRDY.
As the founder, creative director, and co-owner of The Shone Group — one of New Zealand’s fastest-growing fashion portfolios — Anna has spent the past 20 years shaping a new wave of comfort-first, design-led fashion.
With a background in visual arts and fashion design, her entrepreneurial spirit has seen her launch Homelee, X Label (by Homelee), Other Things, and FRDY, as well as acquire and grow beloved brands including Thing Thing, Rose Road, The Goodnight Society, and Pop Factory.
Driven by a passion for comfort and effortless style, and an intuitive understanding of what women want to wear, Anna continues to lead the group’s innovation and success. As a mother of three, she brings practical elegance to her designs — creating clothing that seamlessly fits into the lives of busy, style-conscious individuals across New Zealand.