FROY, an experimental clothing project born in 2018 and founded by the designer Arman Avetikyan, presents the fashion film “Scendere a Milano, salire a Gratosoglio”, signed in collaboration with the creative studio The Jack Stupid and set designers Giulia Bruschi and Riccardo Mainetti, created to tell the SS 22 collection and the hidden beauty on the edge of the big cities from which the collection takes inspiration.
The short film tells the forgotten stories, the hidden neighborhoods and shows the everyday life of the suburbs which, in every place in the world, always seems to refer to the same aesthetics, to the same model of life made of pride and a sense of belonging.
www.froy.club // www.instagram.com/froy_club
Froy is a sustainable knitwear project born in 2018 and established in Milan by Arman Avetikyan.
Combining different cultures, architectures and means of expression, Froy paints a new world to reach looking for common roots.
Through its collections, Froy tells everyday life stories, populated by characters that embody vices and virtues of contemporary society.
Based on cultural exchange of ideas and inspirations, the polyhedric aesthetic of Froy switches between different realities to define a new expressive matrix and explore knitwear and fabric possibilities. The distinctive approach consists in finding original solutions by mixing high quality materials and yarns. Working with a sustainable ethic, Froy reconciles traditional know how and innovative techniques to create hybrid, versatile and speaking surfaces.
