Launched in 2023 in the North West of England, from a bedroom no bigger than a closet.

The name FROST comes from the founder’s last name and represents the mission behind his vision for the brand:

"To inspire people to chase their passions and not let other people's opinions hold them back."

Charlie chose this mission because, in the small town he grew up in—Southport—information spread fast, and it almost felt like a crime to not follow the crowd. He wanted to wear different clothes from everyone else but was afraid of what others might think. As time went on and he began to mature, he realised that you cannot—and should not—stop pursuing something you're passionate about just because someone else doesn’t agree with it. That mindset will lead you away from your dreams and toward a life that isn’t truly yours.

This mission is woven into every garment we create and is a major reason why we embrace bold, loud graphics on our pieces.

If you remember anything after reading this page, let it be these three words:

Live YOUR Life

— Charlie Frost