Shop Fred & Co in Fish Creek for Your Senior Session Outfits

teen girl spinning in her purple dress on a beach in Door County

Door County has so much to offer its visitors, including adorable boutiques! Fred & Co in Fish Creek is a must stop shop for any woman looking to update her wardrobe, including high school seniors! As a senior photographer, I’m always helping my clients find the perfect outfits for their sessions. I want them to look amazing and feel super confident in their outfits. Fred & Co in Fish Creek is a beautiful boutique and I highly recommend my clients visit them while looking for trendy outfits in Door County.

Fred & Co in Fish Creek has everything you need to complete your look for your upcoming senior session. They carry footwear, jewelry, a variety of clothing options and tons of accessories (remember accessories are always a super important touch, that really makes your outfits pop). They offer some of the best and well known name brands in the fashion industry, including Free People, Kut Denim, Lucky Brand, Birkenstock and more.

I had a chance to chat with shop owner, Terry of Fred & Co in Fish Creek. Below you’ll find a Q & A with information about the shop itself, the inspiration behind the brand, ways to shop, and so much more!

beautiful blonde teen girl in a white crop top and jeans standing in front of pink flowers for blog post about Fred and Co Fish Creek

Q&A with Terry of Fred & Co in Fish Creek

Can you please provide a short description of Fred & Co in Fish Creek?

Fred & Co. is a small women’s boutique that sits on Main St. in downtown Fish Creek, WI. We offer clothing, footwear, accessories, lotions, our custom candles and a handful of gifts. Our customers are all ages ranging from their early teens that are looking for our trending Birkenstocks to our more established lady who enjoys to shop quality fashion that won’t  “age” her.

Can you share a bit about what inspired Fred & Co? Why did you decide to open a boutique in Door County?

I have been visiting DC since I was 13 years old. My family vacationed here for a week in the summer and again over the winter holidays. During my college years, I would work the summers on this beautiful peninsula. I started out working at Little Sister’s resort. We had the afternoons off so I would pick up extra shifts at Nancy Brown’s crystal shop in Fish Creek. My only mode of transportation was a Mountain bike which got me from Sister Bay to Fish creek for each shift, hills and all. If that doesn’t build character, I don’t know what does. The following summer I found work at the Village Cafe and Sommerstad t-shirt shop in Egg Harbor. I finally settled into a retail position the next season at a shop called Fast Buck Freddies in Fish Creek. This is where I met my future business partner and mentor. He taught me the art of retail and within the next year, we added two other businesses that I partially owned and managed. Fred & Co. and an outdoor coffee shop, Fast Buck’s Coffee. Managing 3 businesses was a lot but I learned a lot as well. Eventually we downsized to just Fred & Co., I bought out my partner, purchased the building and never looked back. That was over 25 years ago. I guess you could say that the business picked me more than I picked it.

How would you describe the style of the clothing you carry at Fred & Co?

Our look at Fred & Co. is ever changing and of course fashion drives this. But what does stay consistent and what I pride ourselves on is that we offer QUALITY items. Fast fashion has no place in our store. Yes, you might pay more but you wear more. I like taking classics like denim or a knit sweater and offer them with a nod towards what’s trending at the time. Classic but updated and always comfortable and relaxed. You will shop easy and approachable fashion. We gravitate towards a little Bohemian, with a touch of west coast casual and topped off with items that speak to your inner girly girl.

What kind of experience do you aim to create for your customers when they visit your boutique?

As I mentioned earlier, I have been dressing people for over 25 years now and not only have I built up a clientele but more importantly, I have built friendships, connections and memories. When anyone walks through our door, whether for the first time or the 50th, you are greeted with a welcome, a smile and ultimately leaving with one of your Fred Favorites. Our guests should  feel acknowledged and maybe a bit pampered. We are here to create a relaxing shopping experience that sometimes involves a glass of Proseco or even a chat on the chairs on the patio outside.

teen girl laughing as she walks in front of a restaurant in Fish Creek

What is your favorite item you offer your customers?

Our Fred Favorite right now are Birkenstocks! What I love most is the depth of customers we get coming through our doors looking for a pair of these not only trending but oh so comfortable footwear. For as small of a store as we are, we have dozens of styles to choose from. You would be hard pressed to leave here without a pair or two.

What is one outfit staple all women should have in their wardrobe and why?

I would have to say that Fred & Co. is known for our extensive denim options and jeans are a strong staple in my wardrobe. Every woman’s body is different and finding a pair of jeans that fit can be a challenge. Our staff is well versed in the fit of each denim line and the styles within them. Not only do we get you into the best fitting jean, but we also leave you with tips that will keep your denim looking and feeling great for years to come. Denim will NEVER go out of fashion and owning a flattering pair of jeans is a must for anyone’s wardrobe.

How can customers support your small business?

Supporting ALL small businesses is essential, especially in this day and age of big box and amazon monster retailers. And the best way to support us is to simply “shop us”. Retail is a finicky business and that is exacerbated by the seasonal nature of our county. We truly only have a handful of months to earn enough to sustain us for the rest of the year. It’s crucial to our businesses to have not just tourists but locals shop with us all year round. And of course, we have our website,, which became pivotal after the pandemic. Now our customers can shop 24/7 on a website that offers a majority of what we have in store.

How can customers get in touch with you?

Anyone can either stop in at 4143 Main St. in Fish Creek or call us at 920-868-2338 with any questions or concerns. We respond quickly to emails if that is easier.  And of course we have our social platforms, Facebook and IG, @shop_fred.

Anything else you’d like readers to know?

Shopping at Fred & Co. is not just about the sale for me. It’s about the connections. My hope is that everyone that visits my store leaves either with one of their favorite things or at the least, feels like they had a nice visit with me or my staff. Cheers to another 25 years!!!

Fred & Co in Fish Creek

Thank you for reading my post about Fred & Co in Fish Creek. I absolutely love supporting local businesses when I can and when it involves visiting Door County, I’m thrilled haha. If you haven’t thought about doing your senior photos in Door County, then I highly recommend you consider it! It’s so unique and provides the most stunning backdrops for your session. To start planning your dream Door County senior session check out my senior portfolio and let’s chat!

Here are some other Door County content you may like to check out:

Shop Trendy Outfits For Your Senior Session at Lilly Lo

Check Out Be Beauty Boutique For Fun & Stylish Outfits!

Things to Do in Fish Creek Wi for an Exciting Day

3 Spas in Door County to Relax and Rejuvenate Moms!

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