The Freddy store here in Rome is interestingly placed along the Via Frattina. I say 'interestingly' as it is surrounded by a lot of luxury brand stores and therefore looked a little out of place. However, I initially photographed here as they had such an interesting store and scheme presenting their product. The brand itself was begun by Carlo Freddi in 1976, providing gym and dance wear (the 'i' was changed to a 'y' in the early 1990's) and anyone into dance wear will probably be far more familiar with the name than myself. Apparently they also have a store in my home city in London in Convent Garden, although I must admit I don't think I have ever noticed them. Well, can you honest see me looking for dance wear and dance shoes? (please don't try to imagine it). The whole scheme makes a little more sense when one realises what they sell, with slogans such as Wake up your Body in a laser cut cog design and applied to the front of the store. If you are interested in this kind of stuff, do have a look at their site, they have very impressive logos there from very high profile clients.