Meet Erika Vazquez, the visionary behind FRIDA—a vibrant celebration of upcycled vintage, Latina heritage, and reimagined fashion. Erika’s heritage is woven into everything FRIDA stands for. “The older I get, the more I realize how far away from my roots I was almost forced to be,” she says. “Now, I’m drawing inspiration from Latino and Chicano designers who challenge the norms of fashion and retail. It’s my way of honoring where I come from while creating something entirely my own.”  

The Seattle-based entrepreneur reflects on a journey she never thought would lead to a storefront. “A retail space was never really in the cards for me,” Erika admits. “I started my business just before the pandemic and thought retail might not be possible. But thrifting has always felt like home—it’s how I grew up. It’s always been my norm.” 

For Erika, opening FRIDA in Pioneer Square feels like coming full circle. “I used to live in Pioneer Square, just a block away from where FRIDA is now. Walking these streets always felt like home to me,” Erika shares. Opening her first retail space in the very neighborhood that shaped her feels “surreal.” Despite the challenges of running a business through a pandemic and its aftermath, Erika’s connection to Seattle and its community has only grown deeper. “Seattle has so much potential, and if you see something missing, that’s your opportunity to do something about it.”

As FRIDA celebrates its grand opening, Erika reflects on the journey: “I’m so excited to finally have a home where I can host and style people. It’s a chance to step back and say, ‘I actually did that.’” At its core, FRIDA is a reflection of Erika herself—“If FRIDA were a person, she’d be fierce, confident, multifaceted—but also sweet and welcoming.”

Reach column writer Zain Al Neema at musemediauw@gmail.com
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