With a master's thesis in Marketing Joana Lemos, the founder of the brand, saw an undeniable potential of this business area: "I always loved classic shoes and always wanted to be able to choose the colors of the products that I liked. But the customization sites had tiresome processes and too many open details".

With a bachelor's degree in Management she also has a postgraduate degree in Design, a footwear design course and a graphic design degree in New York. She also spent long hours visiting factories to understand the process and study prototypes.

For the first Freakloset collection seven models were created. There are four flat shoes (derby, oxford, monk and loafer) and three boots (Chelsea boots, Boots with laces and Neoboots) models.

Last January the brand debuted at the London Fashion Week, in the Man segment through a partnership with a major English brand, SIBLING. Freakloset has worked closely with Sid Bryan and Cozette McCreery, founders of SIBLING, to come up with combinations that complemented the brand's fall/winter collection.

For more information about Freakloset please visit the brand's website.