For as long as I can remember I was always interested in unique and creative fashion brands. Although I lived in a very small country (Lithuania) that didn’t stop me from searching beautiful handmade pieces from all over the world. While others gave a priority to famous well known fashion brands I was always more interested in a story telling, uniqueness, attention to the details and sincerity. I liked to imagine that with each of those carefully handmade pieces I was also receiving a lot of love and a slice of that part of the world, it’s culture and vibes. LES.BASICS is definitely one of those kind of brands. I found them very accidentally on Instagram and fell in love from the first sight. About my love and thoughts in the next post and now let’s meet Frederique Lessard, a founder of LES.BASICS.
There is not much information about the founder of LES.BASICS. Could you introduce yourself in a few words?
I am Frederique Lessard, a 27-year-old woman who has decided to follow her gut and feeling to live abroad, live the lifestyle that I had always dreamt of and try something different than I was used to! Since that day I have never regretted it…
When did you start designing? How did you get into it? And why Bali Island?
I started my first design two and a half years ago when I decided to start the store! Before I used to spend a lot of time and money in the store in the search of perfect outfits and style I wanted. Haha. I was already into it, but I hadn’t known about it until I got the opportunity to go to Bali to work on the store idea. That was the moment when everything started to be real. I finally discovered my big passion for the creation of timeless pieces and denim collection. And why Bali? Definitely because of the magical vibe that this beautiful island has. Because of the palm trees, for the culture and the sun!
What was the biggest challenge starting your own business?
Everything. Haha. Everything was my first time, so it was an enormous learning process lasting for two years. Even now, I keep learning so much every day! But I would say that the biggest challenge was to find the way to manage everything by myself!
Tell us a bit more about the team behind LES.BASICS.
One word: Amazing! They are what LES.BASICS is. They are the colour and the spirit of the company. Without them I would not be where I am today! We support each other in every aspect of our lives. We don’t just work together. We are like a family! I am really grateful to have found these guys who make our small team great! Also our small families that produce our clothes are really a big element of the chain. Their work is the vision I have and they can make a living from their passion while being home with their kids! It makes my heart full to see that everyone does what they love and they are happy every day with their job/passion. I truly believe that life is there to give us lessons, small or big. We have to learn as much as possible from all of them. Yes, sometimes it’s not easy, but… Well, welcome to life, nothing is always easy.
What inspires your collections?
My desire for an adventurous lifestyle, the search of happiness, that search of living more. My collection is inspired by freedom… I want to introduce it to people and try to make a little or big difference in their lives. I want to show them that no matter what their dream is, everything is possible with a little energy and taking those opportunities that life gives you on your path! I want to be part of that adventure! I also want to educate people about our brand. We are trying to make small changes to make a bigger difference in long term in the fashion industry. We don’t mass produce, we try to use less plastic for packaging, less paper in store. We believe that if everyone puts a little effort, we can do big things!
How would you describe LES.BASICS for those who have never heard about this brand before?
I would tell them LES.BASICS is a big family/community of people that wants to be part of The Sunday life. We want to follow people in their big life adventure whatever their dream or belief of what life should be is!
Your brand is called LES.BASICS, but FRED is written on the labels. What’s the difference between those two?
I confuse a few people doing that, I think, haha. But I wanted to separate the women’s brand from LES.BASICS. I thought FRED was defining a group of powerful women who want to feel great and comfy in their clothing. I simply did a home brand for the store and a brand FRED for women!
LES.BASICS labels are not usual: “made with love”, “happy girls are the prettiest”, “choose happy not a size”, “what is done with love is done well”… How did you come up with such a beautiful and creative idea and why?
With people surrounding me and helping me to be a better person every day. With my girl friends that support each other even from far away! I think most of those ideas came when I decided to put size on my jeans… It didn’t feel right to put numbers. Why a number should define in which category we are? (But you will tell me that with no size it’s hard to guide, yes, haha.) I also have tendency to ask myself a lot of question about life, why people do what they do, who decides why life is like that, well… That’s another subject! Haha. So I decided to put some love on those labels!
What’s “THE SUNDAY LIFE” meaning?
The Sunday life is a way of seeing life and living it. We want to make life enjoyable and enjoy every moment of it and be present.
What do you love the most about living on the island?
The freedom, the spirit, the food, the people, the palm trees and the sun! Even If I work a lot and maybe lose track of what brought me on the island 3 years ago, the life is all about balance and finding what makes you comfortable. It’s never too late for a reality check! For me, it is to find back my joy in enjoying life and taking time for me.
What does the ocean mean to you and your brand?
It means infinite possibilities. It means calm, beauty and simplicity. Who’s not smiling looking at the ocean?..