X This site uses cookies. Read more.

Freed of London

PF Photographic feature

Photography courtesy of Rich Maciver


Photographer Rich Maciver gets to observe and shoot the master craftsmen that make the world's leading ballet pointe shoes at their Hackney workshop. Founded by cobbler, Frederick Freed in 1929, he revolutionised the dance shoe industry by tailoring shoes to a dancer’s individual needs. To this day this philosophy remains, and Freed of London shoes continue to be made by hand in the UK.


Rich Maciver is a commercial and advertising, sports and lifestyle photographer living and working out of London, UK. Specialising in active lifestyles with a personal passion for sports and seeing them represented in their most authentic way.

{alt_text}
{alt_text}
{alt_text}
{alt_text}
{alt_text}
{alt_text}

I’ve always had an appreciation for craft, for any physical skill really no matter how simple. It’s an inner wonder at seeing someone create something with their own hands, it’s like a magic trick  really. It probably started from watching my mum fix up old jeans after one too many falls off my  BMX. Photography recently offered me a means to visit the true master craftspeople at Freed of London, the world leaders in crafting pointe shoes. Their “Crown Maker” Ray, has been with them for 29 years and with a waiting list of over 2 years, dancers will often order in excess of ten pairs at a time! Rich Maciver

{alt_text}
{alt_text}
{alt_text}
{alt_text}
{alt_text}
{alt_text}
More info

The views expressed on these pages are the views of the cited experts only and do not necessarily represent the views of Wellness Edit. Please always get a second opinion where specific medical advice is required.

All Content © Copyright Wellness Edit 2020. All rights reserved

Freed of London

PF Photographic feature

Photography courtesy of Rich Maciver


The Article Edit

Related Articles


6 reasons to get stretchy with Sarah

As At Home With Sarah launches, her energy will raise your practice and a smile. Yes, she holds a headstand on an exotic beach but she’s also smashed a cup when she’s angry! Cue calming meditation. Meet a yoga teacher who can really connect.


CC Claire Coakley


Supergym: Shaping up gets smart

Where do athletes and Hollywood’s big-hitters visit to get their fitness kicks? Chelsea’s supergym, where an expert team offers intelligent health. We talk what's next with coffee-loving CEO, Graziano Arricale.


CC Claire Coakley


Rory McCall: Looking low-key and lifting heavy

He’s shot for Burberry, modelled athleisure and built his own menswear brand, LO-KI. This F45 coach who snacks on whole boxes of granola and lifts heavy.


WE W Editor


Amp up the muscle by the minute: Women raising the bar

Izy George, Rowan Cheshire and Ellen Willard show how strength training suits women and why the EMOM approach (no, not your virtual mother) is a quickfire win.


IG Izy George


Pain Caves

Power up that perspiration, but mind the carpet! Photographer Rich Maciver takes a 'behind the curtains' look to see how some people are adapting their training during the lockdown.


PF Photographic feature


Chatty Dobson: Flexin' in Chelsea

In a new series, W Edit asks for the insider secrets on the best of brands in the wellness space. What’s their back story and future forecast? And how on earth did they come up with that name!


WE W Editor

Load More