Buzz Worthy    Introducing...

Introducing Freja New York

The minimalist vegan brand I'm currently obsessed with...

In the Instagram age, new and exciting indie brands are popping up every day, and as someone who covers handbags for a living, I can tell you that this is no exaggeration. Whether it’s a handbag brand I discover myself or a PR pitch I’ve received in my DMS, I often field newness from every which way. I’ve made it a point this year to continue to reduce my screen time and scroll less to read more books and journal more, but I still find myself falling down an aesthetic rabbit hole from time to time.

A few months ago, I pinned a post to my saved folder on Instagram of a simple yet sleek minimalist design with clean lines. It caught my eye because it fit the minimalist aesthetic that so many of us love, reminding me almost of a baby sister of The Row; it photographed nicely and looked like it was of nice quality. As it happens, I forgot about it until putting together one of our street-style round-ups from NYFW. It was then that the Caroline bag shot to the top of my wishlist, and after a proper deep dive into Freja New York, you’ll want to snag it too.

Modern Minimalism

Designed in collaboration with New York-based creator Caroline Lin, The Caroline Bag is a ’90s-inspired shape that’s sleek in design, featuring rolled straps and a fine topstitched detail. The perfect minimalist silhouette, there’s no hardware on the Caroline bag, and the Freja New York label is elegantly embossed on the front of the bag. Handcrafted from soft pebbled vegan leather, the Caroline comes in three neutral hues, oat, black, and pecan, and can be worn with the flap tucked in or out. Inside, it’s lined in an ultra-fiber fabric lining, with one interior pocket plus a key clip. The roomy interior is designed to hold your iPhone and more—it can even hold a small umbrella! Overall dimensions are 11.6″ x 5.8″ x 2.8″.

Freja Caroline Bag
image via @bykylemark for Purseblog
Freja New York Caroline Bag
via Freja New York

About the Brand

Designer Jenny Lei conceptualized Freja during her second to last semester of college as the mounting pressure of finding a job loomed. Lei was looking for a sleek tote to take on an interview and one that could hold another outfit for an event afterward. It was then that the idea of crafting an understated tote that also paid attention to the details was born.

In the age of creating bigger/better/faster, Lei decided to build something high quality, slow, meaningful, and personal. In July 2019, the first samples were born. From there, Freja has expanded its offerings, albeit slowly, launching a few thoughtfully-designed products each year with modern functionality at the forefront of its design process. Sustainability is also an important factor for Freja; with everything being created in small batches, the brand adheres to a strict no-waste business model.

Discover more now via

Freja Lafayette Tote
Freja New York Shoulder Bag

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