Newly established fashion label Friture explores the limits between classical clothing icons and high fashion. The brand is wearable but still surprising and has a casual downtown style, with focus on details and high quality fabrics. All Friture pieces are designed and produced in Scandinavia and Europe with a smile.

Behind the brand is Norwegian fashion designer Vigdis Johnsen, and Danish graphic designer Mads Svindt. The duo presented their first collection S/S-10 "The Dating Collection" during Copenhagen fashion week, august 2009. At that time the brand worked on conceptual collections aiming for the catwalk and art scene. During the past couple of years Friture has been developing towards a more ready to wear style, still maintaining the surprising universe.

With the S/S-12 collection "Fit This! and all the other clothes" Friture showcased their first, complete sales collection during Paris Fashion Week. With this collection Friture was awarded a work grant from Innovasjon Norge, Norway.