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About: Joanne Leighton

Recent Posts by Joanne Leighton

f10 Fabulous Gift Guide – The Sun

On Sunday morning, you get up, make the tea, realise there’s no milk, so you go to the local store and buy some. But today, we also bought two copies of the sun for we were in the Fabulous gift guide!

Fridja f10 Handheld Clothes Steamer Fabulous Gift Guide (The Sun)

Okay, with earl grey in hand, we flick through the glossy mag and find the Fridja f10 Handheld Clothes Steamer in the Fabulous gift guide!!!

Fridja f10 Handheld Clothes Steamer Fabulous Gift Guide (The Sun)

Fridja f10 Handheld Clothes Steamer Fabulous Gift Guide (The Sun)

It kinda looks like they’ve called it the Flo steamer, which is a great name to be honest, but her name is Gigi. That’s okay.

Fridja f10 Handheld Clothes Steamer Fabulous Gift Guide (The Sun)

THANK YOU FABULOUS GIFT GUIDE. I think i might just carry on drinking the Earl Grey and read the paper, like a normal people on a Sunday!

If you want to read what other treats you could buy for the one you love (including yourself!) click here for their gift guide online!

Fridja f10 Handheld Clothes Steamer Fabulous Gift Guide (The Sun)

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We Launch Our f10 Handheld Travel Clothes Steamer!

After years of development, we are super proud to launch our f10 Handheld / Travel Clothes Steamer! YES BOSS!


Maximum power, crease busting, long lasting water tank, gorgeous aesthetics and reasonably priced. We are SO EXCITED to tell you all about it! However we’d like to start by telling you about how we got here. There are so many clothes steamers on the market, so how is ours different? Well we knew exactly what our competition was, and how we were going to be better than every single one of them.

Getting our handheld travel clothes steamer wasn’t easy to be honest. It took much longer than we’d like. There are so many variables and none that you want to compromise on. There are loads on the market, but none can compete with ours. Let us show you why!


There are basically three different clothes steamers that are on the market, none of which we wanted to replicate. You might have seen them online, or even seen used them. The first looks a bit like this:

This is essentially a kettle with a handle on. Cheap, but not worth spending money on. They take a while to heat up, and once they do they splurge out a mixture of steam and spits of water. This uncontrollable flow of water and steam semi gets the job done, but also soaks your clothes at the same time. The result is a half steamed, water drench garment – not ideal. They last for around 8 minutes (because the water is heated so quickly) and just are a bit rubbish (sorry competitors, it’s true).

The second type look a bit like this:

Handheld Clothes Steamer Alternatives

Now these are a little bit better. They have a pump inside mostly, so the water/steam is much more controlled. However, they just aren’t powerful enough. Check the wattage! 900w, 1100w, some are even 500w! This means that the water isn’t heated up enough to provide a proper plume of steam.

The final type, which is better, but still not great are the premium offerings from the kingpins of the home appliance world:

The Best Handheld Travel Clothes Steamer 2017

Now some of these aren’t too bad with the steam, but this design isn’t good for two reasons. Firstly and most importantly, they are HEAVY. Using this for more than 5 minutes leaves your arm tired and shoulder aching. It’s not a good solution for getting some serious steaming done. Secondly, the tanks they use don’t hold enough water, so you are replacing the water all too often (under ten minutes use mostly).

When shopping around for something to keep your clothes, suits, dresses, wedding dresses and soft furniture looking awesome, you don’t want to turn it on and it’s not good enough, it’s just a waste of time. That’s exactly what we thought about other handheld/travel clothes steamers. We tested and used all of these products to understand their limitations, and to make sure our f10 handheld travel clothes steamer outperformed each one.



Handheld Travel Clothes Steamer

The Fridja 10 Handheld Travel Clothes Steamer has THE SAME POWER AS A FULL SIZE CLOTHES STEAMER.

Strong Stubborn Creases, Careful On Delicate Materials

We managed to cram all the power of a full sized steamer into a handheld unit, 1500w. We’ve also coupled it with a heated metal plate, combining the power of steam and a hot ironing plate. This hot plate ensures that stubborn creases from materials like linen, cotton and denim stand no chance. NONE!

When using on delicate materials, just use the net guard. This ensures the metal plate doesn’t damage any silk, chiffon, satin, cashmere, beads, sequins or anything else you’d find on delicate garments (including wedding dresses and Asian clothing such as saris). Check out our video on how to steam a wedding dress!




Here at Fridja, we’re very shallow and we’re not afraid to admit it. We NEED our appliances to look the part. So many steamers are just FUGLY. We refused to bring out a travel clothes steamer that looked anything other than gorgeous! Sporting three colours, Raf (Black), Erin (White) and Gigi (Pink) are the best looking clothes steamers on the planet. We hope you agree!




Our clothes steamer lasts for a whopping 14 minutes MINIMUM. There’s a continuous steam button, so there’s no holding down the button either. You won’t be filling up the tank over and over again when steaming, leaving you time to get refresh fabrics and zap all the creases away!

Our f10 handheld travel steamer weighs under 900g, which is super light. That means you can steam away without any strain to your arms and shoulders!

Handheld Clothes Steamers


Our f10 Handheld Travel Clothes Steamer comes with a host of accessories that are actually really useful (gasp!) Here’s a breakdown.

Water Bottle Adaptor

When travelling, you want to be as light as possible. Especially when you’re only travelling with hand luggage. We’ve all been there, you think the hotel will have an iron (which still isn’t as good as a steamer), and you get there and it’s not available. Or an Airbnb just doesn’t have an iron. So you get out your shirt or dress and it’s a crumpled mess. Nightmare. No longer we say! Instead of carrying the water bottle, just bring the water bottle adaptor! Just slot it in and use the local water!

Travel Clothes Steamer

Folding Hanger

Because it’s much easier to steam when garments are hung up, just use this!Travel Clothes Steamer

Collar Adaptor

In order to get the most sharp collar, we’ve developed the collar press adaptor, particularly awesome for shirts. Just slip this under the collar and get PERFECT collars every time.

Handheld Travel Steamer Collar Press

Luxury Carry Case

We couldn’t complete our new handheld travel clothes steamer without an awesome carry case, so we didn’t! Put all your accessories and steamer in it’s home!

Handheld Travel Steamer Luxury Carry Case

To conclude, we are SO HAPPY with our new clothes steamer and we think you will be too. Find out more here and purchase one in our shop today here.

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Inthefrow LOVES the f10


One of our FAVOURITE vloggers inthefrow – AKA Victoria Magrath has declared her love for our new f10 steamer! Victoria says ‘this is so cool, it’s called Fridja!’ ‘Looks how cute it looks in pink’ ‘it works so well’ and ‘it works really really well!’ all whilst she steams her red Hugo Boss jumpsuit to perfection!


Check it out here. Thank you Victoria! Steam everything you own from now on! Check her links out below and watch the video now!

Blog | Tweets | Instagram | Youtube

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How To Steam A Wedding Dress (In Rome, With A Baby)

How To Steam A Wedding Dress


Ever wondered how to steam a wedding dress, wonder no more and watch this video to find out. Oh and we’re in Rome with a baby.

Weddings can be daunting enough, let alone worrying about garment care. Wedding dresses are expensive and fragile, make sure that you have the right tools to care for them. The Fridja f10 handheld clothes steamer is great at getting rid of creases and freshening fabrics. We stock three Fridja f10 Handheld Clothes Steamers, Raf (Black), Erin (White) and Gigi (Pink). All the Fridja f10 Handheld/Travel steamers come with a 1500w heater, for a thick plume of steam. The 260ml anti calcium water tank lasts for 14 minutes of continuous steam. Raf, Erin and Gigi only take 45 seconds to get started!

The f10 is the most advanced handheld clothes steamer available today. Packing the same steam power, 1500 watts, as a floor standing clothes steamer you’ll be catwalk ready in no time. Using state of the art technology, the f10 heats in just 45 seconds and steams for 14 minutes on one full tank of water. The f10 is a light handheld clothes steamer which won’t strain your arm like other heavier clothes steamers. Ideal for travelling, those in small spaces and home and to ideal to use at work on set, location, shoots and events. A strong plume of steam and a heated plated ensures that creases melt in moments. Hold the steamer up against any tough fabrics such as wool, cotton, linen, polyester and denim for the creases to be ironed out with ease. The f10 handheld clothes steamer is equally ideal for delicate materials. Using the delicate fabric guard, you can be confident your suits, silk, dresses (including wedding dresses and asian clothing) will come out catwalk ready with no shine or damage whatsoever.

All the Fridja f10 handheld clothes steamer comes with a host of accessories to ensure a perfect finish all carrying in a luxury carry case. When travelling, to cut down on the amount to carry, the f10 handheld clothes steamer comes with a bottle adaptor so you can leave the water tank at home and use water straight from typical bottle of mineral water. There is a collar press for best results with cuffs and collars included. There is a handheld clothes hanger, ideal for those travelling. Use the handheld clothes hanger to hang garments to steam with ease. Lastly to power your f10, each handheld clothes steamer comes with an adaptor to use in continental Europe (two pin plug), as well as working in the United Kingdom (three pin plug).


How To Steam A Wedding Dress


When steaming a wedding dress, it’s important you take your time. Hold the material with one hand and slowly run the f10 clothes steamer over the fabric. Work through the dress in sections, applying a generous amount of steam to each section. Please watch the video carefully and rewatch the important bits.

Oh and have a fab day! Karen did!

How To Steam A Wedding Dress

How To Steam A Wedding Dress

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Fashion Stylist’s Handbook

Putting together a great outfit is definitely something that some people find easier than other people. If you want to take things to the next level and get paid? You’ll need to learn how to become a proper fashion stylist. Being a stylist is so much MUCH more than compiling clothes, and last time I checked (about 15 years ago) it’s not one of those professions that gets taught at GCSEs. So, what to do?

Well, Danielle Griffiths contacted us telling us that she was writing a handbook on this very subject. She’d been a customer of ours from years ago and she wanted to include us in the book. She then sent us a copy of the Fashion Stylist’s Handbook, and we LOVE it.


Danielle Griffiths


Becoming a stylist is definitely more than carting around clothes in a suitcase (although there’s a lot of that too). Danielle sets out the path for all aspirational fashion stylists in a clear, no-nonsense manual. How to go from offer to shoot, how to develop valuable relationships with PR companies (who will lend you their clients clobber), how to run your styling business and of course what to keep in your styling kit!



If you’re thinking about getting into styling, invest in this book. For under £20, you’ll learn so much that is expected from a stylist and have a handbook for things you’ll need to reference. Just for example, the different ways to knot a tie and converting dress sizes, who knew? You did.



You can pick up the book from this link here, if you’re serious about becoming a stylist. The rest is up to you!


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Noorin Khamisani | Outsider Fashion

I love styles that are lost in time



So…I was fortunate enough to grab an interview with the Noorin Khamisani, the driving force behind Outsider Fashion. She was born and raised in London in the UK. She graduated with a first class honours degree in Fashion Design and runs Outsider Fashion, a boutique with an emphasis on ‘ethical fashion should just look like fashion’. This must be where fashion, tech and everything else that touches our daily life heads towards for a safe future for our planet and kids. I was super excited to meet her and ask her about her business and hope we can inspire. Anyone who’s ever wondered how it works, or plans on a life of running a fashion empire, listen up!



Noorin – How did you get into fashion?

I was always interested in design and became focused on fashion as a specialism I wanted to pursue early on. I studied Fashion Design at UCA Rochester and jumped straight into internships with independent designers after that. I had a great time learning from industry both in London and New York. After a few years I moved on to working as part of the buying team on the John Rocha Designers at Debenhams range. Some more time working with other brands like Hobbs and Ted Baker gave me a really good grounding in understanding the fashion industry.


So what made you decide on your own label?

I started to question the ethics and sustainability of the industry as a whole. The more research I did the more dire the situation looked.

At that time, 7/8 years ago, there was little interest in switching to organic cotton or working towards a fair trade model for example. So I decided if I wanted to prove fashion could be made in a better way I would have to start my own label. Hence developing my first collection for Outsider and launching it in 2009. The whole I idea was that fashion can be produced using sustainable fabrics, in good working conditions and could still be luxurious and beautiful. My tag line was ‘Ethical fashion should just look like fashion’ which reflected the bad press ethical fashion had had at the time.


How do you balance your role at Outsider with your lecturing work at London College of Fashion?

I am very fortunate to job share, so my lecturing work is manageable and complimentary to my own work. In fact I would say the two roles benefit each other. By running my own ethical fashion business I have up to date real life information and contacts to share with the students. When I teach them about sustainability, it’s not just theoretical but enhanced by the reality of trying to actually develop product in this way. Seeing which topics the students respond to helps me to ensure my own work is current with what my potential customers of the future will be looking for.


Finally, what are your top tips for success in the fashion industry?

I say this all the time to my students and it is so important to remember. The fashion industry is changing and evolving all the time. The industry I was trained for when I was at University does not exist now. So to ensure your success you need to be constantly keeping yourself informed, updating your skills. You need to be adaptable to future proof yourself. Understand that everything and anything can have an influence on fashion so you need to ensure you know what is going on in the world. Finally persistence is key, in such a competitive industry.


Check out Outsider Fashion’s website, Facebook and Instagram.

Personal note, thanks Noorin! Ben.

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Denim and Steam | Kingpins Show | Amsterdam

We’ve all got that one friend, maybe you’ve got a few? Maybe you’re married to one. That friend who is ‘into’ denim. Do you know your weft from your selvage? Do you melt at the thought of Japanese 20 oz raw? Or does that sound like special at Yo! Sushi?

Over the 26th and 27th of October 2016, we attended Kingpins Show in Amsterdam. This bi-annual event brings together the ultimate collection of companies that own denim mills, ie factories that make denim. From one central building in Amsterdam, Westergasfabriek, the fashion industry comes together to shop, sorry work. Women and men in production and development find the latest fabric rolls from their favourite denim mills and discover ones they’ve never used before. They have incredible coffee and snacks, and they are all free. Dangerous.

Kingpins Show


Kingpins Show

The cool thing that everyone loves about denim, I think, is the fact that you don’t have to be precious about it. The more worn in, the better it looks. It’s like a second skin. When I buy a good pair of jeans, I can wear them for half the week for two years! I find that black jeans look best when new, but indigo and stonewashed just look better and better with time. Not like my first skin unfortunately.


Do you wash jeans? There’s two questions in one. Do YOU wash jeans, and are you supposed to wash jeans? Well, we asked a leading expert in denim, Erin of Bad Denim. She said:

It totally depends on what kind of jean you bought and how you want them to look. For raw denim, the advice is to get high contrast fades don’t wash them for 3 months at least. That said most people don’t break their own jeans in from raw. Basically the rule is that indigo is not a fixed dye and every time you apply water to cotton jeans the colour will get a little lighter. So if you want them to stay as when you bought them, turn inside out and cold wash with a gentle detergent.  I tend to wash my jeans about every 2 weeks or so.


Of course, the reason why steamers are always at these events is because steamers can freshen up fabrics like denim with in a breeze (a hot steamy breeze). Have you ever tried to iron your jeans and then they go all weird and shiny? Like with a suit? It’s a mistake we only make once, especially if they were your favourite Miss Sixty jeans in 1998.

Steamers are a gentler alternative to ironing. Without a heated plate, the hot steam sanitises and deodorises fabrics like denim. Also most importantly, it doesn’t make them shiny! Here’s a demo of us steaming a denim shirt and some super indigo jeans. Steamers knock creases out, soften material and freshens up fabrics. Happy times.

After the show we went to a place called Foodhallen, which was basically paradise, a hip food court. I ate a burger with chips and mayo. Animal. We went on a short walk afterwards and found an incredible place called Denim City. Built by Levi’s, it’s an incredible place you can see every step of making a pair of jeans. From the materials, the sewing machines to the trims. So good! I wish our offices look like their shop.

Kingpins Show

Kingpins Show

Kingpins Show

Kingpins Show

Kingpins Show

Our denim adventure in Amsterdam was fantastic. So next time you slip on your favourite pair of jeans take a look at the buttons, pocket placement and zip. Somebody else has thought long and hard about them before you bought them!

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We Launch Our Whole Fruit Slow Juicer!

Today’s the day, we’re bring out our whole fruit slow juicer!
whole fruit slow juicer


We’re super proud of bring out new products, and the today we’re launching arguing our best product yet! We’re moving forward as a company, deciding to expand into all home tech in your house. Our ethos, as always, is to be the best you you can be. We want you to look good on the outside, and our clothes steamers have been taking away creases for years. Now we’re moving inside your body too (!) We want you to feel as good as you look, and that means providing your body with the vitamins and enzymes it craves. Our whole fruit slow juicer, the f1800, is the most technologically advanced juicer on the planet. It’s a power house that is ready for you for years. Juices, smoothies, fruit ice cream and nut milks just to start with. BPA free and made of the best materials on the planet, this is your new daily kitchen friend!

So, without futher ado! We would love to show you our brand spanking new, whole fruit slow juicer, the f1800! Please let us know what you think in the comments section and follow our YouTube channel for videos on how to get the most out of our products! Thanks for reading!


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Top 5 Tips On How To Use A Clothes Steamer

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Fridja Steamers On This Morning With Our Response!

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