FOR YOUR EVERYDAY, DONE WELL.

Fridah was founded 2022 in the sunny beachside suburbs of Sydney.

The brand works closely with its makers in Portugal to produce small-run, custom designs using high quality OEKO TEK certified cottons paying careful attention to the details - weight, feel, colour, finish.

With a clear vision to bring timeless patterns and colour into the bathroom. Always thinking of the modern home, and woman who shops for it. Seasonally designed and sustainably made, everything is created to meet you in a slower, more considered, time and space. 

At the end of the day it’s not complicated - just well-made towels you’ll reach for every day.

FROM THE FOUNDER, RACHEL KARA ASHTON

Fridah began with a simple idea: to create a product that I could truly believe in.

As a creative and a photographer, I’ve always been drawn to good design and the beauty in the details. I knew that if I was going to build something meaningful, it had to reflect this passion. I wanted to create towels that weren’t just practical, but that also embodied my values and thinking of 'buying once and buying well' and giving people something they couldn't find anywhere else.

Fridah is growing to be a reflection of how I see the world. Every day I’m driven by the desire to create a brand that operates with honesty, generosity, and care. I want Fridah to be a world where people feel connected to something meaningful - a brand that pulls together those who are looking to leave a mark by a life well lived.

Thank you for being part of this journey. Together, we can find beauty in the everyday.

— xRachel