Our Story

Our Name and Logo

Freedazz is a woman-owned, slow fashion small business launched in August 2023. 

Our name is an homage to Frida Kahlo (1907-1954), a remarkably gifted Mexican artist known for her colorful and intense self-portraits. Our name honors her unapologetic self-expression, along with her creativity and that of the indigenous female textile artists who weave our fabric in Southern Mexico. 

Our logo references the floral designs of our footwear; Frida Kahlo's famous unibrow; and La Catrina, the beloved brightly colored calavera (skull) associated with Mexico’s Dia de Muertos fiesta honoring departed loved ones in the circle of life. 

Founder & CEO Lisa O'Brien Hurley

Lisa’s dream for Freedazz was born 30 years ago during a yearlong backpacking trip through the Middle East, Africa and Asia. She and her newlywed husband quit their corporate jobs and sought out traditional arts and culture in remote villages on a $20 daily budget. Upon returning, Lisa obtained her Masters in Visual Arts and had a 13-year career in arts management & marketing promoting global artists. 

Eager for reinvention, Lisa pivoted and became a CERTIFIED FINANCIAL PLANNER™ and had a 14-year career in Wealth Management. She was most recently COO of a $1.5 billion firm where she was a strategic partner in guiding the firm's growth for 6 years. Her urge to return to the creative arts grew so she channeled her business savvy into entrepreneurship and founded Freedazz LLC, where she partners with traditional artisans to bring her hand embroidered footwear designs to life. https://www.linkedin.com/in/lisaohurley/