So Freken: Keeping it Simple and Stylish

BY SIMONE J. SMITH

“I am not afraid to fail!” Ed Bellevue (Co-founder, So Freken)

It was about 3 pm on a Wednesday afternoon when I received a message from Ed Bellevue the co-founder of So Freken, a clothing line that had in genesis in a small basement by a group of artists who felt a need to expand their voices. Born in upstate New York, Frekan is an eclectic brand that takes art and uses it as a means of self-expression. Fashion has become a way to express yourself freely, especially if you feel that your voice has been lost in society. The word ‘Frekan’ originated from the French-Creole dialect and it represents individuality and uniqueness. The goal? For both Ed, and co-founder Roudly Calixte (affectionately known as Rodney) is to provide a brand that appeals to a person’s everyday emotion, and offers a clean timeless, fashionable look.

During our conversation, Ed was able to share his experience of going into business, and some of the harsh lessons he learned.

“There is more to life than just getting a degree and working for someone.”

 Like most people, Ed started working as soon as he got out of school, and he very quickly grew tired of the 9:00–5:00 grind. He realized that in order for him to know that the 9:00–5:00 life was not for him, he had to experience it first. This is something that he shares with his children.

“Do everything you want to do right now.”

 His very first business venture was opening a restaurant with a partner. It was only after opening the restaurant that he realized how difficult the restaurant business was. His restaurant became an instant hit, and he was able to connect with his community through the business because it allowed him to work with the local school system, and he also began to deliver food to senior’s homes. As things grew, Ed realized that he and his partner did not have the same vision, and this caused contention. He had to close down the restaurant, and he swears that if he were to do that again, he would do it differently. This is not something that is on his horizon because Frekan has become the main focus.

“Lesson learned, be careful who you work with.”

Freken was actually started as a joke. Ed and his new partner Rodney both recall the formation of the vision. While they sat discussing this soon to be a reality-clothing brand, there were text messages coming from everyone’s phone. For those who have an I-Phone, you are aware of the bubble that comes up when you receive a message. Like most amazing ideas, it came to him like a flash. Ed thought; why not make the bubble the base of the logo. The creative train was rolling, and the next part that needed to be worked on was the slogan. This took a few days, but Rodney knew that Frekan needed a slogan that could be easily identified and stand out amongst all other brands. “Fresh Style, Fresh Attitude,” fit the vision they had for the company, and like that, the Frekan brand was born. They wanted to keep everything simple and stylish and have it serve as a tool of self-empowerment. As they began to develop Frekan, what they found was that the brand began to push them to do and try new things. Ed finally felt that he was doing what he wanted to do. This was extremely important for him because just a few years earlier he was diagnosed with a disease, which could have derailed him forever.

Ed recalls the morning that he woke up and his legs were numb. At first, he ignored it, but as the days wore on, the pain increased, and the symptoms worsened. It went from excruciating pain to losing the ability to move, losing the ability to talk, and finally, he lost complete control of his body. He was taken aback when the doctor’s diagnosed him with Multiple Sclerosis, which is an autoimmune disease of the central nervous system (brain and spinal cord). It causes inflammation and nerve impulses may be completely disrupted, as well as the nerve fibers themselves can be damaged. It was thinking of his children that pushed him to want to heal himself. He remembers thinking, “I have to run with my kids.” He knew then that if he was going to beat it, he was going to have to beat it on his own. Ed attempted a few techniques; some worked and some did not. His healing came when he was introduced to East Indian medical practices, and the Dr. Sebi alkaline diet. His testimony is that through the use of alternative medicine he was able to heal himself, and now MS is no longer a major issue for him.

“When you are not scared to fail, you will try everything!”

One of the Frekan team’s goals was to get the brand into high fashion. Their method, “Just go and do it,” Ed explains. So far, Frekan has made appearances in Italy and New York Fashion Week, and they are now looking into marketing their brand to the European market, including getting it into stores in Germany. Ed really wants to go to South Africa and has most entered into the Afro Beats scene. For Ed, it is important that the brand is recognized internationally and across all genres of music, and culture.

“I am not trying to compete with anyone!”

The team was surprised when they began receiving messages from fans and supporters about another brand in France that had begun to use the same name.

“We are being copied,” Ed told me. “It is not that we expected this, and now because of this, we are in protective mode.” It all made sense to me; Ed and Rodney had put thought to the purpose and pulled off what may seem to be impossible to others. I am excited about what is in store for this dynamic duo, and Toronto Caribbean Newspaper congratulates you on the fine work you are doing. Continue to empower brothers!