Fredrik has a background in PR and ran his agency Pretto for ten years before selling it. During this time he also wrote the book Fattig Miljonär (translates to Poor Millionaire), founded BOY Magazine and worked as a fashion expert on Swedish television TV4. He is also a board member of the Rainbow Fund, who's purpose is to financially help HBTQ people around the world. Fredrik currently runs his own marketing company with customers such as L'Oréal and Pernod Ricard, and works as a Gender Equality Ambassador for Absolut Vodka.
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