ETHOS
MATERIALS AND PRODUCTS
Every FLANNEL piece begins with a feeling. Not a trend, but a quiet intuition. How will the garment breathe? How will it bend and shape to become part of someone’s everyday rhythm? How will it feel first thing in the morning, or after a long day? Will it be something you reach for without thinking?Â
From design to final stitch, each FLANNEL collection is considered with precision and care. We're obsessed with good fabric. Not just how it looks, but how it wears, how it drapes, how it gets better the more you live in it. We lean into natural fibres: sun-faded cottons, soft-washed silks, airy linens and buttery soft cashmere.Â
We also embrace the little quirks–the tiny imperfections that come with handcrafted detail and slow production. Our trims aren’t just embellishments; they’re signatures. Tassels are beaded by hand, fabrics are washed until they feel they’ve lived a life or two. We don’t rush the process. Whether it’s our coveted silk slip or pair of hand-made leather boots, everything is made with a sense of touch, romance, and permanence.Â
Our design team sits close to our makers, our makers close to the fabric, and the fabric close to you. That intimacy is felt in every detail. We know where every button came from, how every seam was sewn, and whose hands helped bring it to life. Being a family-run business means nothing is outsourced. We’re there, every step of the way. We honour craftsmanship and the highly-skilled, artisanal techniques passed down through generations. This celebration shines through our limited-edition silk collections, our hand-made, Italian footwear, custom-designed embroidery, and hand-beaded tassels. Many of our garments feature intricacies which are the handwork of our talented artisans and take many hours and great expertise to produce.
FLANNEL evolves with the times, not apart from them. We’re always looking for new ways to create, whether it’s rethinking a fabrication, adjusting a cut, or experimenting with techniques and innovations that reduce waste, we let curiosity guide the process. The goal is simple: to make pieces that are better for the world, and better for the way you live in it.
Our collections are not mass produced – we like it that way. FLANNEL pieces are made in small runs, using thoughtful techniques, with sustainability in mind. The result? Clothing that feels special, lasts well, and doesn’t look like anything else in your wardrobe.
Frequently Asked Questions
Yes – FLANNEL uses only faux fur.
Our cashmere comes from suppliers who are certified by the Sustainable Fibre Alliance and operate under the Business Social Compliance Initiative (BSCI) code of conduct. It’s soft, ethical, and responsibly sourced.
We use mulberry and spun silk across our collections. Both are known for their softness and durability. We are also working closely with our production teams to source more sustainable silks for future collections.Â
Yes. Our faux shearling accessories are made from Eco Circle Fibres, using up to 50% less energy than conventional poly fibres. Our swimwear is made from recycled nylon and lycra using an eco-process. We work with techniques and electronic pattern systems that allow for minimal offcuts. However, in instances that offcuts are unavoidable and too small for entire garments, we use them to create our bralettes, linings, or other small-run accessories.
Yes, though leather represents a small part of our overall product volume. It’s used primarily in footwear and accessories and sources with care from trusted suppliers.
Our denim partners use advanced water treatment systems to responsibly manage wastewater and dye processes. We are committed to minimising environmental impact at every level.
While we favour natural fibres, we also embrace select manmade fabrics – such as viscose, rayon, and polyester – not as shortcuts, but as smart, purposeful tools in our design process. These fibres allow for exceptional drape, softness, and movement, often with a fluidity that’s hard to replicate in natural fabrications. They’re also technically strong, which make them ideal for holding pleats, creating architectural silhouettes and linings, pieces requiring stretch, or supporting intricate embellishment like sequins and hand embroidery without compromising the garment’s integrity. We favour recycled sources wherever possible, choosing innovation that supports longevity and lower-impact production.
In short: we don’t use these fibres to cut corners – we use them because they serve the piece, and the person wearing it.
No harmful chemicals are used. All dyes meet environmental protection standards and are free from formaldehyde, AZO dyes, PCBs, and asbestos. Our prints and colours are vibrant, safe, and responsibly produced.