Ashley Freeborn

Ashley Freeborn

CEO and Co-Founder

Born and raised in Vancouver, BC, Ashley taught school for a decade before co-founding Smash + Tess with her mother in 2016.

Ashley recognized an unfilled niche in the loungewear fashion market, so she decided to fill that void with affordable, stylish, comfortable loungewear and attended the summer fashion program at Conde Nast in London, UK. Bootstrapping her idea to life, S+T has grown from two employees to a team of 40+.

As CEO, Ashley oversees everything from designing to financial planning to dreaming up fun and creative marketing campaigns. S+T has grown famous for its celebrity collaborations with the likes of Hilary Duff, Paula Abdul, Jillian Harris, and Sarah Nicole Landry a.k.a. The Birds Papaya, and is best known for leading the Romper Revolution — a movement that was born out of clothing that celebrates femininity, strength, style, and comfort in women of all shapes and sizes.

Ashley is also committed to giving back. S+T has spearheaded several charitable endeavours, raising tens of thousands of dollars to support organizations like Matriarch Movement, Mamas For Mamas, Marsha P. Johnson Institute and more.

In 2020, Ashley was named one of Canada’s Top 40 Under 40, which recognizes the most outstanding leaders in the country. She also led Smash + Tess through exponential growth, landing the company on The Globe and Mail’s Top Growth Companies for the past three years in a row.

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