Creating Freddie’s
Lifestyle Shop
Background
As lifelong collectors and enthusiasts of vintage, punk, skate culture, and design, my partner and I always dreamed of creating a space where these passions could coexist. While many shops focused on one niche—whether it be records, furniture, or fashion—we envisioned a place where these elements merged into a singular experience. Looking around our local community, we found that no such space existed, despite a clear appetite for something unconventionally distinct. We saw an opportunity to shake things up and build a gathering place that reflected our values and interests.
Goal
“Rooted in a love for design, the space serves as a tangible expression of aesthetics and creativity. With equity and joy at its core, it naturally became a welcoming place for community and self-expression.”
We wanted to cultivate an environment where people could connect over shared passions. At the heart of Freddie’s Lifestyle Shop was the belief that creativity and identity don’t fit into tidy categories. We set out to blend underground, rebellious energy with the world of refined, high-end design, creating an unexpected yet authentic vibe that mirrors how we see the world. Culture is most powerful when different influences collide, revealing something fresh, dynamic, and deeply meaningful.
At the same time, we needed to ensure sustainability by creating a revenue channel through the sale of curated objects, collections, and unique items. Freddie’s would be more than a store; it would be a community hub where nostalgia meets modernity, and where raw expression coexists with polished craftsmanship in a way that feels both natural and necessary.
Where we are now
We opened up Freddie’s Lifestyle Shop in El Cerrito in August 2023. Every item in the shop is perfectly imperfect—placing vintage and contemporary pieces side by side to create an experience that felt both nostalgic and new. Beyond retail, we hosted community events, reinforcing the shop’s role as a space for connection, discovery, and inspiration.
Just the start
Freddie’s quickly became a beloved fixture in the community, earning a reputation as the hidden gem of El Cerrito. Word spread, and visitors began traveling from all over to experience the shop’s unique blend of culture and design. Since the opening, we’ve launched www.freddies.shop and plan on so much more in the near future to expand this creative bubble to places outside of the Bay Area.
Contributions:
Co-founder | Branding and identity | Web design and development