Ross grew up in Irvine with dreams of becoming a fashion designer. “Since I was like 6 years old, I would always say that,” notes Ross. “That’s where my passion was, and I never strayed away from that.” In 2024, Ross combined her flair for design with her love for dogs and launched Fren, which features a variety of fashion items for dogs, including collars that can be embroidered, bandanas, and more. Fren has collaborated with brands such as Sidecar Doughnuts and created a holiday collection with Free People.
How did you come up with the idea for Fren?
It came so organically. I had my other brand Less Is More selling (women’s vintage apparel), and I realized there weren’t elevated essentials for your dog. I couldn’t find well-made, cute bandanas.
Tell us about your creative process.
It depends on what I get inspiration from, sometimes it’s from my pets, sometimes it’s a vintage garment. I am such a visual person, so I will draw it out and then I’ll source the fabric in Downtown L.A. I work with incredible cutters and sewers there as well. There isn’t a guideline for sizing, so I’m measuring my dogs trying to figure it out. It’s helpful having a big dog and a small dog.
Does Fren employ any sustainability initiatives?
I source all deadstock fabric, which is fabric that other brands have used that they’re not going to use anymore. I try to do as much as possible. With my packaging, I try to not use any plastic. No one is perfect, but I’m taking little steps.
What do you hope people feel when they connect with your pieces?
I hope they feel their love for their dogs, and I hope that they can really see how well the product is made. Obviously, the stuff that I’m making is not for utility or for your dog’s health. It’s for fashion. I hope it makes you feel fun and makes you want to take your dog out on a cute coffee date.
What have you learned about your clientele since starting Fren?
I don’t know if I’ve ever seen such a loyal community, which is so funny because loyal is a word that’s associated with dogs. I’ve had the sweetest messages from customers. I’ll be crying on a random Tuesday because someone will say they bought this for their dog that passed away. The community really shows up and it’s so amazing. I always say that I have the cutest customers. And it’s for cats and other pets, too. Someone took a photo of their bunny wearing the Wanda collar, and I made a custom Wanda collar for a girl’s pig.
Do you have any behind-the-scenes stories from photo shoots?
The most challenging photo shoot that we had, which was also such a sweet one, was partnering with a rescue. I made custom “Adopt Me” bandanas and Wanda collars, and we took such cute photos of them. All these dogs were rescues, and they were with their foster caretakers, so they were not in the most comfortable environment. Maybe there’s past trauma or they’re not used to being at new places very often. It was hard to get them to sit still, but they came out so cute.
Hear more from Aisha Ross on “The Zest” podcast. Host and producer Chelsea Raineri’s interview with the dynamic entrepreneur debuts Feb. 5.
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