Fri&;Daytime is an affordable shoe brand with production in China. The main models are boots, ankle boots and uggs. Material: natural leather and suede plus different types of fur for finishing on the outside and lining on the inside. The models themselves are simple but cute. The developers tried to “add some zest” by making sure that each of the models had its own personality, be it a flirty bow on classic UGG boots, a splash of color, a relief along the rim of the sole or a non-trivial edging. Thus, winter shoes satisfy at least two different groups and the main requirement in the brand’s assortment is 100% classics and pairs with personalization - memorable, but not too exotic. The Fri&Daytime assortment matrix includes products for both men and women; both UGG boots and moccasins are in demand by both sexes. The latter, by the way, as is fashionable in America, are sewn on very cozy wool and sheepskin and resemble a hybrid moccasin branded nose and an enlarged heel, partially covering the ankle. The price segment is medium and affordable. The model range is diverse, but not overly wide, which allows you to see the core and gives recognition.