AVAVAV Firenze

In the early 2000’s Linda and Adam Friberg watched as fast fashion became the new normal and high-street fashion companies began to mass produce department-store styles – this inspired them to rebel. The couple created Avavav Firenz (AV), a brand driven by creative design and conscious production. Pieces by AV are locally made in small quantities so that all pieces are unique and never mass produced. Due to the label’s location in Florence where many clothing factories are located, the brand is able to find luxurious materials leftover from brands such as Burberry, Fendi and Jacquemus. AV is able to sell luxury high fashion garments for a fraction of their mainstream counterparts because of their contained production and dependence on luxury dead-stock. This however, is not what has sent the brand viral – they also make “monster shoes”. 

AV is led by creative director Beate Karlsson who (as well as being the stylist for Doja Cat) makes pieces of wearable art, or as she calls it “Making wearable butts and stuff.” Her surreal and nonsensical aesthetic has also translated to footwear where her 'Monstrous Claw Shoes’ and ‘Finger Shoes’ have sent people buzzing online. Karlsson wanted to make the most out of AV’s location, as it is known for it’s excellent shoemaking, so she worked to build relationships with the best Italian shoemakers to make her four-toed shoe-line. Now, transforming a sketch into a wearable piece takes the brand no more than a few weeks. Karlsson said that she wanted to continue her push to be innovative and liberate herself and others from known shapes. Clearly this push worked, as shoes from the AV’s “Collection 1” and “Collection 2” completely sold out online. Now, all eyes are on the recently released “Collection 3”.

To see the latest collection from AVAVAV Firenz click here