Friction code was founded in 2010. It is a brand inspired by the power of the urban music culture, and products with unique design in limited editions. The design philosophy is focused around the use of different materials in the details that reverberate various youth cultures. The clothes have a minimal modern feeling and are crafted with natural and high quality materials, inciting a feeling of fun and joy capturing that simple moment of having some time off.
“Our brand is dedicated to all modern hippies and it is a tribute to women” said designer Lyubomira Naydenova. Brand identity? “Simplicity, purity, comfort, femininity, intelligence and many, many honest mood swings…”.
Friction code has also participated in different kind of projects with Bulgarian artists and musicians. It is distributed in several design platforms, such as: D-conceptstore, Ivan Asen 22, their own online store, and also in fashion shows in London and Vienna.
“I create clothes because in the process of doing so I find liberation, honesty, passion and purpose. Fashion is a creative process but it is also a universal visual language of communication. I let myself be lead by the vibrancy of colours, by the music, by the magic energy of the shapes and I create limited hand made pieces which are meant to be loved and worn daily”.