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In 1990, he opened X Boutique as a laboratory and showcase for his innovative designs and as a testing ground for new concepts. In 2002, he was chosen by Private Circle to design the "Private" line, which is another commercial success. Designing under his own label, 'Rojas', Freddie has been a favorite of the fashion press, with constant editorial coverage from Women's Wear Daily, Vogue, Harper's Bazaar and Details.

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