After co-founding the globally influential brands Cheap Monday, Weekday and Monki, Linda and Adam Friberg are creating AVAVAV as the perfect expression of Linda’s personal style, interests, values, and beliefs. Inspired by her life with her family in Florence and her Swedish upbringing, Linda creates her vision of the items every woman needs. Her soft tailoring and flexible fabrics drape and flow gracefully, making her garments consistently appear polished and feminine throughout the day, season to season.

Designed and produced in Florence, Italy, Avavav creates ageless, minimalistic, feminine clothes and accessories. New essentials are updated each week, all unique and made in limited quantities from surplus luxury textiles produced outside Florence. By only producing small quantities, shortening the production process and incorporating leftover materials from high-end brands, the brand is able to keep costs down and waste to a minimum while staying relevant. While never compromising on quality, ethics always come first to the brand. They are proud to work with the finest artisans near Florence, and throughout the supply chain, they rigorously and wholeheartedly abide by the Code of Conduct, based on ILO Conventions for labour practices and the UN’s Declaration on Human Rights, setting standards for labor rights and safety practices.

AVAVAV is fashion supporting your lifestyle, creating chic go-to looks that are not overwhelming but timeless.
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