manifesto
Created with the intention of reflecting a woman's strength, vulnerabilities and need to satisfy no one but herself, all while still highlighting her femininity which makes her feel beautiful yet insecure.We at Free of Fools have been influenced and persuaded by each woman's individual journey of self-discovery, love, perseverance and self acceptance. Encompassed in each capsule of our collection are the reflections of these past, present and yet to come feminine journeys. Creative Director, Shaun Duntin extracts inspiration for her brands motif from her many life's journeys. She expresses herself explicitly from construction to the product unveiling. Coupled with her love of movement, Caribbean aesthetics, she doubles as both creator and muse. Shaun's inspirations are funded through her passages of where she allows the body to release and escape through rhythmic movement. This is her catalyst for being free of any foolishness, or outside negative forces all in the pursuit of raw expression through her designs. 
“THE TRUTH IS, WE’D LIKE TO BELIEVE THAT WE’RE ALL DIFFERENT. DISSIMILAR, SO MUCH SO THAT UNCONSCIOUSLY WE CONSTANTLY PASS JUDGEMENT UPON ONE ANOTHER.
THE TRUTH IS, WE’RE ALL THE SAME…
WHAT MAY MAKE US UNIQUE TO EACH OTHER IS THE LIES THAT WE LET LEAVE OUR LIPS AND WHAT WE CHOOSE TO BELIEVE ARE TRUTHS.”
-Ire Jewel
Photographer credit given to Alicia of Artiise Photography. Model credit given to Shaun, Creative Director. Published in Muotoilla Magazine, Issue 12, ‘Women Behind the Lens’.
A message from our Creative Director:
Free of Fools. Read it again, this time say it with some conviction. FREE OF FOOLS. After a whirlwind of failed interpersonal relationships, I adopted this mantra to remind myself to make a conscious effort to be more aware of the people in my circle and to make better decisions of who I let into my space. After all, being naive and too trusting will not get you too far.
Free of Fools is more than a catchy brand name, its my means to finding happiness on my journey through life. And on this journey what I wear is just as important as the people I connect with along the way.
I’ve decided to tolerate nothing but the best, hence terming the quality of energy I accept; “Bess Vibes Only”. The word 'Bess', stems from Caribbean argot for the word ‘best’.
Designing pieces that promote confidence and positive self imagery will always be a priority. What better place to start than intimates, because beach vibes never go out of style.
Different will always have an audience!
Different will always have a market!
P.S - We're three ladies & two sewing machines coupled with drive and ambition! Grow with us!
-Shaun Duntin, Creative Director