About Us


What is a Kootenay Babe?

A Kootenay Babe is any person who’s heart belongs to the Kootenays. A person that crafts a life of love and shines positivity in their community.

How did it all begin?

Freyja Lifestyle Fashion opened its doors June 29th 2007. The line-ups were huge and the mojitos were flowing. At the time it was a pretty small operation, and the owner Chantel had no idea what she was getting into. What started out as a small side project, grew into Fernie’s Number #1 fashion house!

Freyja, she named her store after, is a Norse Goddess. She is the goddess of love, sex, fertility, beauty, gold, war and death. Basically the biggest bad ass goddess out there. Why not name your store after that? Right? Maybe a little of her bad-assery will rub off on all of us. (Pronounced Fray-ahh, silent “j”)


Our Philosophy:

Be your own Kootenay BABE! Fashion trends get interpreted our way here in the Koots!

Style is your own personal reflection. Everyone gravitates to a particular style or look. Each woman has her own “brand”. Freyja likes to facilitate that and curate the best wardrobe for your own personal style.

Fashion at Freyja is not complicated or uncomfortable. Its a collection of beautiful functional expressions of personal style. Keeping Canadian made and Canadian designed on the mind, affordability is also of high importance to the shop.