An exploration in texture.
The Frystark design philosophy is the heir and successor to the mid century movement in South Africa and the world over. Mid-century modern home decor originated in America in the twentieth century. It was heavily influenced by the German Bauhaus design and architecture school of the early twentieth century, which emphasized clean lines, functionality, and a futuristic look. Starting in the mid to late 1950s, the retro-futuristic design became widespread in the design world. Mass production made it possible for furniture to be made in large quantities out of a wide variety of materials in an array of different colors.
Frystark furniture was founded in 1948 by brothers Derick and Owen Frye in Port Elizabeth and in 1959 they merged with GH Starck Ltd to form Frystark Furniture which expanded to provided nation-wide distribution & dealerships. The company placed a large amount of focus on producing fine furniture at an affordable price. Founder Derick Frye followed an idiology based on that of Henry Ford, hoping to create “a furniture for the people”. In 1968 Frystark was bought out by Afcol and all mid-century inspired designs were phased out in favour of more conservative furniture design. After sitting dormant for 50 years, Frystark has gained a reputation across the country for its long life and durability in build and style.
PAST EMPOWERS FUTURE
In a discussion with his father, who had worked for Frystark in the 60’s, now director Andy Goedhals reminisced of the brand Frystark and wondered what had happened to the company and designs. This sparked a two year long journey of discovery and memory into South African design culture. After gaining ownership of the company & trademark rights to the brand, Andy and his team have reopened the legend and are producing Frystarks once again. The company is focused on bringing back the core principle of affordable fine furniture and has introduced an ecological approach to all manufacturing and business practices. All designs have been re-imagined and brought into the future, with modern day touches and finishings only possible in this day and age.