freed_logo s-PointeLogo facebook twitter pintrest MainSiteLink insta2 history-hero



1899 – Frederick Freed is born in London’s East End, the son of a sample shoemaker.


1929 – Having worked making ballet shoes at Gamba, Frederick Freed leaves and opens a retail store in St Martins Lane with his wife and assistant. After only a few years production became too large for the store basement and manufacturing was moved to a small factory a few streets away in Endell Street.


1934 – Production is moved to Endell Street after production becomes too big for the basement of the store.


1947 – Manufacturing outgrew the Endell street premises, so production moved to Mercer Street. Freed of London Limited was also registered at Companies House.  Freed of London became one of the prestigious and leading pointe shoe manufacturers in the world.


1948 – Moira Shearer wore Freed of London pointe shoes in the classic film ‘The Red Shoes’.


1968 – Mr and Mrs Freed retire and D H Sam Thompson Limited, based in Leicester, acquires the company, as well as Magdalan Shoes of Norwich. The three companies continue to operate as Freed of London and the company now has 3 production sites across England.


1971 – Primary production is moved to Well Street, Hackney where the company still has its main production base today.


1975 – Freed of London opens a New York office, to expand our North American pointe shoe business supplying major ballet companies such as New York City Ballet.

1985 – Freed of London begin manufacturing their own line of garments. To this day Freed of London continues to manufacture and supply the prestigious Royal Academy of Dance authorised uniform.


1986 – Freed of London is bought by Chacott – a Japanese dance wear brand.


1989 – Chacott is subsequently bought by Onward Kashiyama, Japan’s 4th largest retailer. Late 90’s – Sponsoring the Ballroom Dancers’ Federation, Freed of London become the go to brand in the Ballroom and Latin dancing world.


2002 – The prestigious Sonny Binnick award is presented to Freed of London for outstanding services to the dance industry.


2008 – Freed of London acquires French dance wear brand Attitude Diffusion, adding 8 retail shops across France to Freed of London’s portfolio of stores.


2009 – Freed of London acquire the Dance Step brand of ballroom and social shoes.


2012 – Freed of London launch their first range of Bridal shoes and opens a retail store in New York in collaboration with Chacott. Freed of London supply the shoes for the internationally acclaimed

opening and closing ceremonies of the 2012 London Olympics.


2013 – Expanding the company, Freed of London releases a collection of ballet flats.


2014 – Freed expand their ballroom market and launch a vintage range of shoes.


2015 – Freed introduce a record number of new products including the launch of a new Ballroom range. The first reseller in the Shanghai region opens their doors for business and Freed sponsors their first “Same Sex” couples.


2016 – Freed of London became the first dancewear manufacturer to achieve ISO accreditation, were featured on the BBC Television documentary “Inside the Factory” and were awarded the Galaxy Classique Ballroom Dance Shoe Manufacturer Of The Year Award.

Freeds-FactoryA_LoRes Freeds-FactoryD_LoRes Freeds-FactoryB_LoRes Freeds-FactoryC_LoRes Heading-History