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Category Archives: Press

Ideal Home Magazine | Two Awards Fridja Clothes Steamers

Best clothing steamers – refresh clothes the easy way

Any mention by Ideal Home Magazine makes us happy, but they’ve awarded us two awards!! Very exciting. Oscar moment imminent.

Ideal Home Magazine is a beautiful British institute! Published since 1920, the Ideal Home Magazine focuses on home interior decoration articles; reader homes; high-street shopping news and consumer advice. And they’ve reviewed our steamers!

Step backstage at a catwalk show and you’ll see more clothing steamers than hair straighteners. They’re invaluable for refreshing and de-creasing all manner of garments, quickly and easily.

Fridja f10 – best handheld workhorse clothing steamer

Ideal Home Magazine has awarded us the highest marks for our f10 handheld clothes steamer, a whopping 4.5 out of 5. That’s 90%!

Definitely the best for handheld power, you could blitz a pile of garments with the Fridja where other handhelds are designed more for just refreshing one or two items.

Head straight to our shop to get one with free next day delivery here!

Fridja f1000 clothes steamer – best compact vertical steamer

Ideal Home Magazine were also lovely enough to award us the best compact vertical steamer award!

Cute and available in bright colours, this is the smallest vertical steamer on test. It takes up the space of a small cylinder vacuum cleaner, and looks like one too. It’s quick to assemble and the pole is telescopic, so it shrinks down small. The fold-up clothes hanger attaches to the front of the pole and a hook attaches to the back, to hold the steam head when not in use.

Head straight to our shop to get one with free next day delivery here!

Thank you so much Ideal Home Magazine, and thank you to the uber cool Caramel Quin. Check out her website at plus follow her on Twitter here!

You can read the full article at the link below!

Best clothing steamers – refresh clothes the easy way

Also, whilst you’re here you can see the lovely article they wrote in July this year about the f10. We heart you Ideal Home Magazine – BIG TIME XXXX

Ideal Home

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16 Practical Fashion Questions Answered | The Pool

According to The Pool, ‘One of the best things you could ever buy yourself is a handheld steamer.’ In their blog post, ’16 Practical Fashion Questions Answered’ by the angel on earth Frankie Graddon, they’ve been pretty kind about our latest f10 handheld clothes steamer.

Thanks to years spent steaming clothes in fashion cupboard, I am well versed in this area and can tell you that the very best one is Fridja’s f10 handheld clothes steamer.

Frankie says ‘One of the best things you could ever buy yourself is a handheld steamer’, the Fridja f10 is also ‘great for delicate fabrics like silk, which can be tricky to iron, plus, because it’s so little, you can also take it on holiday with you.’

If you’re reading, thank you Frankie!

If you’d like to read the full article, which also recommends mesh washing bags, hemming tape, leather strap fixing edge kote, a hole puncher and much more simply click the link below:

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Stylist Fashion Director Arabella Greenhill | F10 Advocate

Arabella Greenhill! Stylist magazine’s Arabella Greenhill is the Fashion Director, and a pretty cool one (if you ask us). She’s said:

My Fridja steamer is the first thing I pack in my suitcase when travelling for fashion weeks or shoots. Light, quick and so easy to use.

Arabella Greenhill


So glad to hear she’s getting on with her f10 clothes steamer.

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The Bijou Steamer | Ideal Home Magazine

We LOVE Ideal Home Magazine, and it seems they also love us a bit too! Calling the f10 ‘The Bijou Steamer’! It’s all we’ve ever dreamt of!



Perfect for use at home or abroad, the compact Fridja clothes steamer will get your party dress crease-free in no time. Packing light? Leave the tank at home and attach to a water bottle instead.


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Fridja f10 in Flybe Flight Time Magazine

We asked the bosses of Flybe how many colours the Fridja f10 handheld clothes steamer comes in and this was the picture they sent us! TOTALLY CORRECT!


Fridja f10 in Flybe Flight Time Magazine

Obviously not just pretty faces.


We all know that the f10 is awesome for travelling, but when we see the Fridja f10 in Flybe Flight Time Magazine, we really were over the moon! Or at least over Prague.

They really were very lovely about our f10 handheld clothes steamer.



Following the success of their garment steamers and juicers, Fridja has designed the first net-generation handheld travel clothes steamer. The f10 uses technology unavailable in any other travel steamer, including a huge 1500w heater for the ultimate plume of steam, a heated plate to get rid of stubborn creases and pump technology which deliver calm, measured steam without any splitting. The f10 is perfect for all clothes, including wedding dresses, as well as soft furnishings such as bedding and curtains.

Thank you Flybe! Take home points? Fly with Flybe and a Fridja f10 handheld clothes steamer and even you might marry a Prince!

Flybe based in Exeter, England, is the largest independent regional airline in Europe. Flybe carry 8 million passengers a year between 81 airports across the UK and Europe, with over 210 routes across 15 countries.


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Evening Standard | Fridja f10 ‘Thank me later’


The Evening Standard – you really are a bunch of babes. They’ve featured the Fridja f10 handheld steamer in their Life and Style section!


The feature in Evening Standard’s Life and Style section said:


Fridja f10 Steamer Top tip – ironing sucks, but somehow, steaming is OK. The Fridja is perfect for when you’re travelling or to be honest, if you just need to get the creases out from being seated all day. Thank me later.

We’d like to thank you now Evening Standard!

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Metro | The Lust List

The Metro is a HUGE deal in London with 1.5 million readers a day! So when they talk about new tech that they want in the lust list, we listen.


Metro | The Lust List


Today, Fridja 19th January 2018, saw Lucy Hedges’ brilliant lust list featuring our gorgeous pink f10! It seems she doesn’t share my obsession with both steamers and extension cables (seriously, who doesn’t love excessive plug sockets?) Nevertheless our f10 handheld clothes steamer stands out on the page.


A steamer sounds about as exciting as an extension cable but if ironing is as tedious for you as it is for us, this nifty crease and crinkle eliminator helps you live the household-chore dream. £99.99,


An amazing mention from a giant of the press, thanks Lucy and everyone who worked on The Lust List. See the article in full high resolution glory here


The Lust List

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Wardrobe Icons | Guide To Wardrobe Detox

It’s January. Need we say more? New year, new you? New yawn? Never mind, let’s declutter! At least the legendary Wardrobe Icons are here to help!

January – time to rethink, refresh and kick-start the year. With that in mind, here’s our step-by-step guide on how to organise your wardrobe like a pro.

We feel that ‘organisation’ is our middle name – so much so that we have a section dedicated to it on our home page, featuring everything from the best space-saving hangers to the breathable boxes you need to store your seasonal clothes. Read on for our top organisational tips.

– Petro

Wardrobe Icons


 1 – Use a Folding Board

Your new healthy addiction


Wardrobe Icons


You may think you don’t need a folding board in your life, but we guarantee it will instantly change the look of your wardrobe, and it makes folding a lot easier!


2 – Take Pictures of Shoes/Trainers

No more chaos?


Wardrobe Icons


This is actually genius (editors note).

For the super-organised among you we suggest taking a picture of your precious shoes, storing them in boxes in your wardrobe and then sticking the photos to the front of the boxes. It saves heaps of time when you are looking for a specific pair in a rush. It also makes putting them away more methodical as you don’t waste energy looking for the empty box. You can also do this for coats and dresses that aren’t on display.


3 – Use Fancy Trouser Hangers

Try these?


Wardrobe Icons


For our tailored trousers we love men’s open hangers: they don’t damage fabric and are so easy to access. We would advise against clip-on or press-down ones, as they can leave marks (especially on leather and silk). Plus, these ones have a short ‘neck’ that takes up little space lengthwise, thus making the most of your trouser slot. Every centimetre counts!


4 – Be Careful with Bags/Handbags.

Keep in dust bags if possible!


Wardrobe Icons


We’ve learnt that a big no-go when it comes to stains on leather bags is at-home remedies like baby wipes, as they have damaging and oil-stripping chemicals. Consider sending bags to be professionally cleaned and always store them in their original dust bags where possible.


5 – Use Drawer Separators and Lavender Pouches

Adult heaven


Wardrobe Icons


The smalls drawer is usually where people’s organisation falls apart, but actually it’s the easiest place to keep tidy. Find drawer separators or shallow boxes anywhere from Ikea to Muji, and divide your bras, pants, socks and tights. It makes it easier to find the right thing when you need it. If  your drawer is wide enough, consider separating colours too. We like to add natural lavender pouches to ours as they are a great moth-deterrent and smell amazing too.


6 – Have Some Favourites On Display

Open up shop, avoid insane rate costs


Wardrobe Icons


Part of having a well-curated wardrobe is putting some of it on display. It gives us great joy to see pieces we might not necessarily reach for every day but that we enjoy looking at none the less.


7 – Use Stacker Trays

Be more Japanese!


Wardrobe Icons


We’re a huge fan of Stackers trays, as it’s so easy to forget which jewellery you have and seeing them all in one go means you will make the most of wearing different pieces. The trays come in varying sizes and have different compartments so everything has its place. They also stack on top of one another so you can fit quite a lot in a small space.


8 – Organise Tights By Thickness!

Unless you don’t wear tights


Wardrobe Icons

This tip came from Racil Chalhoub and we thought it was pure genius. She organises her tights by thickness, so when she’s looking for a specific pair she at least knows which side to start from. She also keeps the original packaging so they stay as separated as possible.


9 – Steam, Steam, Steam!

Heated water equals Zen bliss. We promise.


Wardrobe Icons


I keep all my jumpers neatly folded on shelves at eye level as it makes for the most convenient dressing. We’ve learnt never to hang or tumble-dry our cashmere pieces. When it comes to hand-washing, we advise turning your cashmere inside out, using tepid water (never hot) and swishing your piece gently with your hands and a good cashmere wash. Lay your knit flat to dry and steam it to remove wrinkles.


We have found the Rolls-Royce of travel steamers at Fridja – it heats up super-quickly and never leaks.


Thanks very much (editors note, again, probably the last one).


10 – Make Space For Beach Bags

Beach bags are not just for summer.


Wardrobe Icons


Beach baskets are often neglected and end up being used as storage for the best part of the year, but carving a space for them in your wardrobe is key, especially as raffia is quite delicate. Being bulky items, you can always store them nested inside one another, which will also help in keeping their shape.



An amazing lists for a new year, read the full article here – Wardrobe Icons Guide To Wardrobe Detox.

Let’s sort out the cupboard in 2018! Feel free to add any tips of your own in the comments section!

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Permanent Style | Christmas List

Simon Crompton from Permanent Style is one of those aspirational characters. You know when you’re making tea and you put too much milk and you think, that will do, well Simon would not. We should all be a bit more like Simon.


Permanent Style


Permanent Style

Permanent Style was born in 2007 and grew mainly by word of mouth. Simon provided an intelligent and sophisticated voice for the remaining gentlemen out there. He’s been praised by the likes of GQ, Esquire, The Times, How to Spend It, The New York Times and lots of others. His blog provides a fresh and untainted independent voice in the clutter of paid advertorials. He’ll make a legendary grandfather.


Permanent Style


Permanent Style Christmas List 2017

Permanent Style released their Christmas List for 2017 on Wednesday 29th November 2017. The list contains ten gorgeous lusted over items including mentions of two our our steamers, Karl and Raf. However we’d love to point out a few of the other items we loved in our office.


Anglo-Italian pocket squares

From Permanent Style:

For the man in the office that wants to dress up without looking out of place, a dark-toned pocket square can be a nice, subtle addition to an outfit.

This is something I have covered more than once before, and for that please forgive me.

But the Anglo-Italian hanks, in dark and harmonious block colours, deserve a place on this list for answering that need so perfectly.

Permanent Style


Tanner Bates oak bark-tanned notebook

From J&FJ Baker, the last remaining oak-bark English tannery, which supplies leather soles to all the Northamption shoemakers we love.

A notebook cover that can be polished and will look increasingly good with age. And inserts that are refillable, to allow it to be used for all those years.

Offered by a site called Waremakers, which resells a nicely curated selection of accessories, bags and homewares.

Permanent Style


10 Transience Studio ceramics

I met potter May Tremain at the pop-up store recently.

Her husband is a reader of the blog and they came by the show me some of her work.

May’s wabi-sabi philosophy chimed with me immediately, as I did a lot of studying around Japanese crafts and concepts when I travelled there last year.

The unfinished look won’t be for everyone, but if you do like it, I recommend the mugs and black rough/polished bowls.

There is a little stock in the studio but most things are made to order.



What a wonderful list! Check out Permanent Style here, they post three times a week and no doubt his influence will do you wonders. Thank you Simon.
Permanent Style
You can read the whole thing here – Permanent Style Christmas List.


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Who What Wear | Best Wardrobe Gadgets

We’re big fans of Who What Wear here in the office! From shopping picks to outfit choices, we check in daily to see the latest and greatest in celebrity style and fashion trends!

What What Wear Best Wardrobe Gadgets Fridja f10

When we found out they’d featured the Fridja f10 handheld clothes steamer in the Who What Wear best wardrobe gadgets, we were over the moon!

Show me someone who doesn’t like to make their life easier, and you’ll be showing me a liar. There are shortcuts some of us purposefully seek out for a breezier time (read: more minutes in bed), and those are the ones you particularly need at this time of year when the schedule is chaotic, the weather is cruel and not looking after yourself becomes commonplace.

It’s in these moments that you a) deserve to know how to have a capsule wardrobe and use it to get ready in a few short moments and b) that you need to lean on a few clever items that do a lot of the prep work, the legwork and the faffing around for you. A worker is nothing without their tools, and no matter how organised or efficient you may be, it’s always worth investing in the gadgets that are top of the range and are going to help—not hinder—your busy calendar.

So keep reading to see and shop the best wardrobe gadgets—from the awesome steamer fashion girls swear by to the ingenious item that keeps your sweaters looking brand-new.

What What Wear Best Wardrobe Gadgets Fridja f10

This is the high-tech steamer fashion editors swear by-not only is it super effective, quiet and economical, but it also comes with chic extras like a velvet pouch, collar stand and a fabric casing to soften the impact of steam on delicate fabrics. We’re hooked, and we already can’t remember what an iron looks like.

Check out their full list here – These 13 Wardrobe Gadgets Are Actually Life-Altering.

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