FROCK’s Style Gets Your Attention, But Their Ethos Keeps You Coming Back
Victoria Tik, Founder/Designer
Los Angeles, CA
It’s always so hard to describe yourself! I grew up in Northern California, I graduated from UC Berkeley. Sometime after college I moved out to Los Angeles and that’s really where my love for sustainability collided with my love for design. I think being from Nor Cal you’re a bit of a tree hugger by nature. I spend my free time traveling the world because, that’s what really gives me inspiration, cuddling with my forever puppy named Jaime, and trying new restaurants/being a foodie.
FROCK Los Angeles started out as a capsule collection 10 years ago that got picked up by a silicone valley e-commerce site Moxie. Today, FROCK is a women’s clothing line with the same principles as back in the day. We design for women who want something unique, aren’t afraid to go out and get it. They know that what they’re purchasing won’t be a one-time wear kind of thing, that’s really what I go for when I choose fabrics, colors, and create designs.
I was living and breathing the whole silicon valley scene but dreaming of sunny and stylish Los Angeles. I created a small collection of garments, that really started out as just for me. I wanted something fun, flirty, polished, eco-friendly and low maintenance to get me through long days commuting and being at the office. I was fresh out of college, and tired of scouring department stores for nothing of the sort. I never really imagined it to be much more than that at the time. But I thought, this could really be an example of what a good California based business ought to be.
We do what we’ve been doing since day 1. Source sustainable, create sustainable, work sustainably. Our designs use as many, if not completely, eco-friendly materials as possible. We recycle all scraps and product waste, donate any unsaleable garments to charitable ordinations. We create designs are that timeless. We never put out anything we think is just seasonal. We employ local factories and workers, so we can give back as much to our community as possible. When you come visit our brand, you come for the style, that particular dress; but you return for everything else you discover that attaches to that first FROCK purchase.
I love all our white dresses. I just think there’s nothing more elegant than a white dress on a confident woman. Ours are my favorite because being the foodie that I am, I’m almost always going out to eat and dropping food all over myself; and I love greasy colorful food! I love knowing our white dresses are machine washable and come out looking great, despite all my clumsiness. I always double line them because… you just have to!