Who is Frida Überschätz?
She is the brainchild brand of Eva Moore, fashion designer, feminist, and animal rights advocate. Here's Eva's story:
I was obsessed with fashion design as a child. It began when I awoke at night with clothing ideas and couldn't sleep until I put them to paper. While enduring this sleep-deprived inspiration, I consumed everything related to the industry. I could instantly identify a designer and season with a glance, and by my teens, I had built an impressive, avant-guarde portfolio of which I was particularly proud.
Surely I'd study at Parsons, intern at Gaultier, live in Paris, etc... Thrilled with my future plans, I attended a portfolio review at a nearby college.
In one fell swoop, my dreams were quashed. An overbearing instructor declared my designs 'unwearable' and my brand name Frida Überschätz 'offensive.' If that wasn't enough, I didn't fit in with the vacuous posers that dominated the scene at the time. Crushed, I decided to delay my dream of a fashion career until my skin got tougher.
It reminds me of a classic Simpsons episode. "Brush with Greatness" chronicles how an art teacher dashed Marge's schoolgirl dreams of being a painter. Lisa, her daughter, understands how easily one's talents are often underutilized.
Hey Mom, these paintings are good!
While I know first-hand how fragile young talent is,
I'd love to hear the particulars of how your gift was squashed.
-- Lisa to Marge Simpson
Since childhood, I've worn my heart on my sleeve, especially when it comes to compassion. I loved animal shows, but would bawl my eyes out if *anything* was eaten. Similarly, I often asked my parents if I could adopt an impoverished child. I scarcely knew how they managed not to say, "You're an impoverished child!"
Combining my passion for social justice and the fickle world of fashion was inconceivable, so I let the latter lie dormant for a few years.
Fast forward to 2016. The Obama administration’s optimism and forward-thinking philosophy encouraged me to bring my audacious alter-ego, Frida, to life. But her journey to the market has been a challenging one.
After four years of deceit and regression, I felt my skin was tough enough. I knew that there was no better time than the end of 2020 (arguably the worst year in modern history) to bring my alter ego into the light. While I was always active politically, Frida Überschätz would allow me to support progressive causes in my own ünique way. She would be my badass, uncompromising voice.
We're facing countless critical challenges brought on by the ultra-conservative right, some of the more urgent being:
•A dire healthcare crisis
•Deep-seated systemic racism
•The rollback of fundamental, hard-won reproductive rights
Democracy itself is on the line. The rights of the marginalized (women, people of color, immigrants, LGBTQ and more) hang in the balance. Our nation's decency has eroded and it'll take hard work to repair.
Frida and I want her voice to help bolster our collective resolve to correct our nation’s and the world’s course. In this spirit, I introduce you to the FÜ Lifestyle brand with just a wink of humor and irony. When we stand up and support each other, there’s no limit to what we can accomplish with compassion, humor, and a little sass.
for Frida Überschätz