Free of Fools: How’d you come up with that?

The idea to create a swimwear brand came long before the name. I had the idea to start my brand in 2012. But it was just that, an idea, that would come back to me in 2014 after ending an internship.

Fueled by my desire to create something of my own, I began to sketch. These sketches would give life to my first capsule, ‘Slither,’ launched in 2019. In a note book I have ideas for Free of Fools dating back years before its actualization.

The name for my brand came to me during a time in which I was in a state of emotional imbalance and my attempts to rationalize through the feelings of rage and hurt. Why did this happen? What role did I play? How much is too much to tolerate from others?

I saw it difficult to process experiences with people I was genuine towards, and to be confronted with the actions that showed that feeling was not mutual.

I said to myself “Why can’t I live free of the foolery people do?” For no reason I could possibly gather, I fixated on the word ‘foolery’, a Caribbean argot for completely dumbfounding behavior. “That’s it!,” I thought, “Foolery is a behavior.” So how can I achieve living free of foolery? The only way I could accomplish that would be to rid my life of fools! Because simply; Fools do Foolery. And it hit me, FREE OF FOOLS! 

FREE OF FOOLS. I had something that have meaning to my personal journey. Something that I could work on implementing in my life, and something other people can also identify with.

FREE OF FOOLS is a lifestyle choice, something more than just a concept. 

Living FREE OF FOOLS is something I wish for all pure hearts.