Froy is an experimental fashion project founded in 2018 and based in Milan by Arman Avetikyan. A symbiosis, a parallel between past and present. Froy’s geometric and surreal world brings together the subcultures of our time, stories from the past or those never written, and translates them into garments with vibrant, three-dimensional textures. By combining different cultures, architectural styles, and forms of expression, Froy paints a new surreal world. Through its collections, Froy tells stories of everyday life, populated by characters who embody the vices and virtues of contemporary society.