There's a large range of freediving gear and free diving brands that can use, depending on location and type of freediving to be practised.
It is important to understand the difference between free diving and scuba diving gear. Freediving gear is usually designed to be very comfortable, streamlined and light to wear, to enhance performance with minimal effort. For example, freediving fins have long blades made of plastic, carbon fibre or fibreglass. They will also often have a silicon (or other smooth material) foot pocket. This is so the foot is comfortable and to avoid discomfort after several hours at sea. Whereas scuba diving fins have a shorter blade and can also be made out of rubber.
Comfort is very important in freediving with relaxation a key to freediving and having an enjoyable experience. If you cannot relax due to uncomfortable gear it could spoil your freediving experience. In fact, one of the main stresses for freedivers is bad or ill-fitting gear.
When choosing freediving equipment as a novice, is it highly recommended to take a freediving course with a PADI Freediver Instructor beforehand. This will give you the opportunity to learn about different brands of gear and try them during the course.