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fraded

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Fraded: Circular fashion with Gen Z energy

Fraded is a community fashion app that promotes conscious clothing swaps and circular fashion practices. It is a venture capital project by Full House Partners, led by Andreia Lukeny Silva, Managing Partner & Head of Creative Direction. As the brand prepared to activate its presence in the UK market — including a pop-up store in London — the challenge was to build awareness and engagement through content that reflected its youthful, fresh, and sustainable identity.

Our Role

OFF-SUIT was responsible for implementing a content strategy that connected the brand with its audience in real time across multiple touchpoints:

  • Street Interviews – Production of social-first videos featuring real people sharing opinions on fashion, sustainability, and swapping culture — humanising the brand and sparking conversations.V
  • Visual Assets for the London Pop-Up – Creation of graphic materials for in-store communication, print branding, and digital presence, ensuring a cohesive and impactful visual experience during the event.
  • Social Media Management – Content planning, creative direction, and publishing across Fraded’s digital platforms, focusing on TikTok and Instagram, using language and formats that resonate with Gen Z.

Impact

The content created and activated by OFF-SUIT helped boost Fraded’s engagement and visibility during a key moment of its UK expansion. With dynamic visuals and authentic interactions, the brand successfully positioned itself as an emerging reference in the sustainable fashion movement.

Client:

Fraded

Credits:

Content Implementation & Social Media Management: OFF-SUIT
Video & Graphic Design Production: Studio21 (Full House Partners Group)
Creative Direction: Martim Neves & Andreia Lukeny Silva

Looking to redefine your brand’s identity and impact? Let’s make it happen!

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