Bella Freud
Bella Freud is one of Britain's most distinctive fashion voices — a London designer whose slogan knitwear has achieved genuine cult status and whose eye for wit, culture, and quality has built a loyal following over more than three decades. At Kiti we stock a curated edit of Bella Freud's most wearable pieces, chosen because they sit naturally alongside the other labels we love: independent in spirit, considered in design, and built to be worn and kept rather than discarded.
If you know the name, you know the jumpers. If you are new to Bella Freud, you are about to discover one of the most satisfying brands in British fashion.
About Bella Freud
Bella Freud launched her eponymous label in 1990 after formative years spent working at Vivienne Westwood's King's Road boutique and studying at the Accademia di Costume e di Moda in Rome. The daughter of painter Lucian Freud and great-granddaughter of Sigmund Freud, she brought to her brand a rare set of references — punk, Beat poetry, psychoanalysis, cinema, and the art world — and distilled them into clothing with a voice entirely its own.
The brand is headquartered in Marylebone, London, and is built around a philosophy of what Bella Freud calls "upmarket irreverence" — pieces that are beautifully made and worn with a quiet confidence, but never take themselves too seriously. That sensibility runs through everything from the knitwear through to the tailoring, the fragrances, and the candles. It is a brand that rewards a certain kind of customer: one who reads, thinks, and dresses with intention.
The slogan knits that made Bella Freud famous — phrases like "Ginsberg is God", "Je t'aime Jane", and the iconic "1970" — were not marketing conceits. They came from the designer's own cultural obsessions, and that authenticity is exactly why they resonated so widely and proved so enduring. Made in pure merino wool with embroidered lettering, these jumpers have been worn by Kate Moss, Alexa Chung, and Sienna Miller, and have been widely copied — though never quite matched.
Bella Freud Knitwear
The jumpers are where most people begin with Bella Freud, and with good reason. The 1970 jumper is probably the brand's most recognised piece — a crew-neck merino knit with the year embroidered across the chest in a clean, confident font. It has become a modern classic: the kind of piece that works with jeans, under a blazer, or over a slip dress, and that manages to feel both casual and considered at the same time.
Beyond the 1970, the range includes a broader selection of slogan and motif knits — some playful, some literary, some simply beautiful — alongside plainer styles that carry the same quality and cut. All are made in 100% merino wool, which gives them the warmth and softness that makes them genuinely pleasurable to wear rather than just satisfying to own.
Bella Freud at Kiti
We stock Bella Freud because it fits the Kiti edit precisely: independent, considered, and carrying a point of view that no algorithm could generate. The brand's customers tend to be people who buy fewer things and choose them carefully — which is the same instinct that brings most of our customers to us in the first place.
If you would like to know what Bella Freud pieces are currently in stock, or want advice on sizing and styling, please get in touch or come and find us in store on Pontcanna Street in Cardiff. We are always happy to help.
Frequently Asked Questions
Who is Bella Freud?
Bella Freud is a British fashion designer who launched her eponymous label in 1990. The daughter of painter Lucian Freud and great-granddaughter of Sigmund Freud, she is known for her iconic slogan knitwear, tailored clothing, and a design philosophy rooted in literature, music, and counterculture. Her jumpers in particular have achieved cult status in British fashion.
What is the Bella Freud 1970 jumper?
The 1970 jumper is Bella Freud's most iconic design — a crew-neck merino wool knit with "1970" embroidered across the chest. It has become one of the most recognised pieces in British contemporary fashion, known for its clean design, quality construction, and effortless wearability. It is available in several colourways and is one of the brand's perennial bestsellers.
Where can I buy Bella Freud in the UK?
Bella Freud is stocked at Kiti in Cardiff, where you can shop a curated selection online at kiticymru.com or visit us in store on Pontcanna Street. We are an official UK stockist of the brand.
How does Bella Freud sizing work?
Bella Freud knitwear is generally true to size with a relaxed, slightly oversized fit. If you prefer a closer fit, sizing down is an option on the jumpers. The merino wool construction has a natural ease and softness that means the fit is comfortable across a range of sizes. If you are unsure, please get in touch and we will advise you.
Is Bella Freud knitwear made from natural fibres?
Yes — Bella Freud's signature jumpers are made from 100% merino wool, a natural fibre known for its exceptional softness, warmth, and breathability. Merino wool is also naturally temperature-regulating, making Bella Freud knitwear comfortable across a wider range of conditions than synthetic alternatives.
Does Bella Freud make anything other than knitwear?
Yes — while the knitwear is what the brand is best known for, Bella Freud also produces tailored clothing including suits and dresses, as well as fragrance, candles, and lifestyle pieces. The full range carries the same distinctive aesthetic: rooted in culture, made with quality, and designed to last.
