A Lifestyle brand and a progressive home to New York City bike life culture.
Our ETHOS
Founded in 2023, FRWL blend the raw power of bikelife culture with New York's urban style to create unique apparel and accessories. Our designs reflect the grit and determination of riders, fostering free will and self-expression. By empowering bikers with quality goods, we create a place of belonging where they can truly be themselves.
Our Story
In 2018, when our founder left Corporate and found herself at Harlem's beloved neighborhood bike shop, Larry's Freewheeling. There, under the guidance of the legendary Larry Duffus, affectionately known as "Bicycle Larry," she embarked on an apprenticeship that would change her life.
Larry's Freewheeling was a bike shop, but also a sanctuary where riders from diverse backgrounds found solace and camaraderie. Immersed in this vibrant bikelife community, she witnessed riders of all walks of life united with a shared mantra: "Ride Till I Die." Inspired by their collective spirit, FRWL was created—an apparel and accessories brand that would embody the free will at the core of the bikelife culture.
Where Individuality meets style
Every garment meticulously crafted to reflect the resilience, individuality, and authenticity that defined the bikelife community.
What we do
FRWL empowers riders to embrace their true selves and live life on their own terms. Just as Larry's Freewheeling had been a sanctuary for bikers, FRWL is a place of belonging, a beacon of authenticity where riders can find quality goods that resonate with their individuality.
FRWL is not just a clothing line; it’s a love letter to the bikelife community— an embodiment of their dreams, their identity, and their unwavering commitment to free will.
