“Style Is the Key to All Forms of Rockin’.”

FREZ! (alias for Alexander Ferrino) was born and raised in the Southwestern U.S. city of Tucson, Arizona; situated on the border of Mexico. Thus, he was (and is) heavily influenced by the abundance of Mexican and Native American cultures. Although, it was at the ranch house of a local artist and family friend, Ray Harm, where his passion to create was first ignited. Once inside his studio, Ray put pencil to canvas and imagined a beautiful horse in less than a minute; showcasing his well-developed talent and effortless love for what he depicted. It felt natural and FREZ! was hooked.

Throughout the ensuing years FREZ! continued to dream, although the pressures of the real world landed him in the Eller College of Business at the University of Arizona where he graduated with degrees in Business Marketing and Media Arts. He immediately moved to Los Angeles and began his working career at a boutique private equity firm, quickly being recruited to the retail side of finance at Merrill Lynch. FREZ! was paving the way for success and a very bright future, although it didn’t feel true. It was at this time that he revived DEFREZ (pronounced ”dee-freeze”), an artistic collective that combined his love for street art with music and dance. He was suddenly overwhelmed and overflowing with a need to create and share. Quickly developing a unique design style and signature, he had found his calling and began answering with emotion-filled poetry, colourful design and fresh music.

Since his initial self-discovery, FREZ! has seen success combining his knack for business with his passion for creating. He has worked on a wide range of design projects including large scale installations, package design, product photography, product design, art direction, website design/development, e-mail marketing and overall creative direction; for clients such as Adidas, Vapur, PackIt, Hard Rock Hotel & Spa, and of course, DEFREZ.

He currently resides in Los Angeles, CA with his wife and two children and continues to infuse his bold, unique style into the traditional design world.