Who we are

At CRF Agency, we’ve been at the forefront of sales and marketing for over nine years, and as of Spring 2025, we proudly represent a full portfolio that includes fashion, sport, and outdoor essentials. From footwear, camping gear, swimwear, orthopedic essentials, accessories, and more, we’re thrilled to work with an exciting range of brands—many of which are Canadian, including Selfish Swimwear, NAB Leather, J.B. Fields, Cougar, and Billy Footwear. Our expansion into the fashion world in 2024 has been a major leap, but we’ve remained true to our roots in the outdoor industry, continuing to represent some of the top names in the business like REEF and Dunham.

Based in Calgary, Alberta, we serve Western Canada, attending key tradeshows in Edmonton, Vancouver, Saskatoon, and Winnipeg, and we offer showroom availability in Calgary and Edmonton. We’ve built a reputation for expert sales and marketing strategies that drive results, and our agency—named after founder Cody Robert Friesen—stands on a foundation of passion and belief in every brand we represent. Having parted ways with our previous agency in October 2024, we officially launched CRF Agency and in November, teamed up with Trend Marketing Wholesale Inc. to kickstart our fashion portfolio with brands like Rockport, Cobb Hill and Easy Spirit. We’ve long been partners with industry icons like REEF Sandals and have experience with major brands like Reebok Canada, so we know what it takes to succeed.

We’re always on the move—whether attending tradeshows, on the road, or working virtually. It’s an exciting time for us as we continue to grow, and we can’t wait to see what lies ahead!

– Team CRF

  • Agency Director

    With over nine years of experience in sales and marketing for leading fashion and outdoor brands, Cody Friesen has trained alongside some of the best in the industry. A fashion marketing graduate, he has worked with major names such as Smartwool, BOGS, Black Diamond, Indyeva, Orage, and Reef, gaining expertise in brand positioning, retail strategy, and market expansion.

    After several years as an independent contractor at his previous agency, Cody knew it was time to take his energy, vision, and industry expertise into his own hands. In 2024, he founded CRF Agency, a Calgary-based sales and marketing agency specializing in fashion, outdoor, and performance gear. With a bold marketing approach, deep retail connections, and a hands-on strategy, Cody is committed to helping brands stand out, grow, and succeed in Western Canada.

  • Operations Management and Brand Director

    With 11 years of experience in fashion retail and a master’s degree in psychology, Kendall Seasons brings a unique blend of industry knowledge, consumer insight, and operational expertise to CRF Agency. As the backbone of the agency’s day-to-day operations, Kendall ensures everything runs smoothly, from dealer support and logistics to strategic growth initiatives.

    Her deep understanding of retail trends, combined with a strong focus on client relations and brand development, helps CRF Agency deliver exceptional service and measurable results. Whether coordinating showroom meetings, managing key accounts, or refining sales strategies, Kendall plays a pivotal role in driving success for both brands and retailers.

  • Agency Partner

    Christine Fatechand is a valued agency partner at CRF Agency, bringing over a decade of experience in the fashion and apparel industry. Based in Vancouver, she plays a pivotal role across Western Canada, attending all major shows and road travels. In addition to her partnership with CRF, Christine independently manages a strong portfolio of brands including Reebok, Gola, Hunter, Nine West, Frye & Co., and Religious Comfort.

    With a background in retail territory development, brand strategy, and client relationship management—built through roles at EMU Australia, Lambert, and Trend Marketing—Christine brings deep industry insight to every collaboration. Within CRF Agency, she acts as a mentor and director, co-leading several key brand partnerships and supporting the agency’s growth with her expert leadership and dedication to excellence.