Winnipeg-based manufacturer and fashion brand Freed & Freed is expanding its retail distribution across Canada and internationally as it builds awareness for its Canadian-made vegan outerwear. The fourth-generation family business is seeing strong sell-through at select U.S. retailers while continuing to seek broader support from major multi-brand fashion stores at home.
Marissa Freed, President of Freed & Freed, said the company is focused on growing its retail presence while staying true to its heritage as a Canadian manufacturer with more than a century of experience. The company, founded in 1921, continues to produce garments from its Winnipeg facility while also supplying uniforms and private-label programs to institutional and corporate clients.
“We try to stay focused on being a heritage company, but at the same time keeping our commitment to being modernized and our focus on zero waste,” she said in an interview.
A Heritage Manufacturer with a Modern Outerwear Brand
Freed & Freed began as a pants manufacturer in Winnipeg and evolved into a full-service apparel producer with a 50,000-square-foot facility and close to 100 sewers. Today, the company balances contract manufacturing with its consumer-facing FREED label, which focuses on luxury vegan outerwear and accessories.
The company has produced everything from RCMP scarlet tunics to Olympic uniforms and Hudson’s Bay–striped merchandise, building a reputation for technical expertise and high-quality construction. Under Marissa Freed’s leadership, the company has also shifted toward a more fashion-driven outerwear brand while maintaining its manufacturing roots.
Freed said the company’s mission has remained consistent, even as the product line evolves. “Our mission is still the same. I think our target market hasn’t changed. People knowing about us, the awareness is growing, but our focus is somewhat the same. Every year our expectation is that we do better and better.”
Retail Expansion Driven by Strong U.S. Sell-Through
One of the most notable success stories for the brand has come from the United States. Texas-based Tootsies, a prominent multi-brand retailer with stores in Dallas, Houston, and Atlanta, has become one of the brand’s strongest accounts.
Freed said the performance there has been particularly encouraging. “Last season for a retail store, they sold 200 units. I mean, that’s massive.”
The strong sell-through is notable given the warm-weather markets in which Tootsies operates. “It’s like Dallas, Houston and Atlanta. They’re warm cities, but they think that we’re an attainable price point for their consumer. They’ve just been supportive of us in the same way we’re supportive of them,” she said.
Internationally, the brand is pursuing new markets following recent trade show participation in Copenhagen. The company is planning further activity in Seattle and Beijing and is exploring opportunities in Sweden and Denmark.
“In Canada we’ve got a couple new ones too,” Freed said, noting that the brand continues to add new retail partners while pursuing larger doors.
Seeking Broader Support from Canadian Multi-Brand Retailers
Despite its heritage as a Canadian manufacturer, Freed said the company is still seeking stronger adoption from major Canadian fashion retailers.
“If I had a wish list, I think it’s really important for us to get some support from bigger doors in Canada,” she said, adding that the brand would be well suited for department store pop-ups and specialty fashion retailers.
Freed said the brand’s positioning as a luxury, Canadian-made, vegan outerwear line gives it a strong story for retailers seeking differentiated product. The company targets a core customer between the ages of 35 and 55, though purchases often span generations.
“Typically when we get that customer in that age range, she ends up buying for her daughter and her mother at the same time,” Freed said. “What we’re able to communicate is luxury, sophistication. It’s polished. It’s not too edgy, not too fashion forward, but you’ve still got class in there.”
Design Direction Blends Heritage and Trend
For upcoming collections, the company is blending its heritage references with contemporary fashion influences. Freed said the latest collection includes an homage to classic London Fog trench styles, featuring traditional silhouettes updated with quilted liners and modern fabrics.
“We looked at our past collections and every year we try to do better. Even repeat styles, if there are tweaks to perfect them, that’s something we focus on,” she said.
The company is also emphasizing jewel tones and nature-inspired palettes, while maintaining its commitment to cruelty-free materials and zero-waste design strategies. Fabrics are often used across multiple product categories, from accessories to outerwear, to minimize waste.
“We’ve stayed true to our inception, which is a focus on zero waste, being cruelty-free, but at the same time providing a really high-quality product and staying trend focused,” Freed said.
She added that the company’s long manufacturing history gives it a technical advantage. “We’ve been around as a company, as a manufacturer, for over a hundred years. I just don’t think anybody else could possibly know what they’re doing more than us.”
Positioning Canadian Manufacturing as a Competitive Advantage
As the company grows its distribution, Freed said domestic manufacturing remains a key part of the brand’s identity and value proposition. The Winnipeg facility allows the company to produce garments locally while maintaining flexibility for clients and retailers.
The approach also aligns with broader industry conversations around sustainability, supply chain resilience, and local production.
Freed believes there is an opportunity for Canadian retailers to support domestic manufacturing, particularly in outerwear categories where technical expertise is critical.
“We’re a heritage company, and we’re proud of what we make,” she said. “Our expectation every year is that we just keep doing better.”
