Fresh Fish organizes an annual Fashion Fair & Competition in Gothenburg for promising designers. The idea for Fresh Fish was born in 2005 when the founder Ali Davoodi had the desire to create a platform geared toward promising designers, within different creative professions, to support them in their career. The first platform took shape as a fashion platform which then grew into Fresh Fish’s’ first fashion fair in 2007. Since then exhibitors from all over the country have come annually to show their clothes, accessories and jewelry. In 2009 the fair moved to Eriksbergshallen in Gothenburg and grew into a three-day-fair.