Fredrik “Freddie” Öst, founder and creative director of SNASK, was born “somewhere” in South Korea and “sometime” in July 1981. His life journey is as unique as the brand he leads. He was born with a condition where his heart is turned backwards – some say an EKG will read it as if he’s dead. Shortly after his birth he was left outside a police station. After spending six months in an orphanage he was adopted by a Swedish family at 18 months old. He remembers nothing of his 4,500 mile transition to the snowy lands of Scandinavia. Freddie grew up in northern Sweden, he was a small Korean boy in a country full of tall blondes. 

After 10 months in the army, a summer spent on a Greek party island and two years studying psychology, Freddie discovered his true passion in graphic design. His journey began when he and some friends ran a club night and needed flyers and posters. As he was the one most handy with computers in the group, he took on the task of designing them week after week. “They truly looked like proper horse shit, but it was the start!” he recalls. This early experience set him on a creative path that led him spend three years studying graphic design in the north of England.