* A stolen, forbidden name meaning everything and nothing at the same time.
Froy is an experimental creative project born in 2018 with the aim of finding a new expressive matrix between fashion, design, art and architecture.
Born from Arman Avetikyan’s creative vision, Froy builds a multifaceted aesthetic based on cultural exchange of ideas and inspirations.
The project has its roots in the Armenian culture and returns with an image enriched by the melting pot of other traditions, using an artistic language with blurred boundaries.
It is exactly on the contrasts that the brand bases its foundations.
Froy transforms traditional elements into abstract paintings and deconstructed geometries, explores the techniques of knitwear and fabric to overturn them with innovative materials.