FRIDA – THE FUTURE OF THE PAST
FRIDA offers constantly changing vintage capsule collections with exceptional individual pieces from the 20s to the 90s.
A cross between a brand and a retailer, FRIDA's project owes its name to the founder's grandmother, Maria Frida Prinoth (born in 1917). It is a lifestyle project that was officially launched in Lugano in 2022, but had already been in the making in the years before as a result of the constant and personal research of Daiana Giorgi, a long-time vintage fan with over 20 years of experience in fashion.
FRIDA – THE FUTURE OF THE PAST
Via Somplaz 5
7500 St. Moritz - Switzerland
Mode for
Fashion Products
Opening hours
Regular opening hours
Monday: 10:00 - 13:00 h, 14:00 - 19:00 h
Tuesday: 10:00 - 13:00 h, 14:00 - 19:00 h
Wednesday: 10:00 - 13:00 h, 14:00 - 19:00 h
Thursday: 10:00 - 13:00 h, 14:00 - 19:00 h
Friday: 10:00 - 13:00 h, 14:00 - 19:00 h
Saturday: 10:00 - 13:00 h, 14:00 - 19:00 h
Sunday: 11:00 - 18:00 h