ETHOS
MATERIALS AND PRODUCTS
Every FLANNEL piece begins with consideration. How will this piece 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?
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.
We also embrace the little quirks — the tiny imperfections that come with handcrafted details and slow production. Our trims aren’t just embellishments; they’re signatures of the person who hand-sewed them. Tassels are beaded by hand, fabrics are washed until they feel perfectly soft. We don’t rush the process.
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 want to 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.
We are also 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 we live in it.
Frequently Asked Questions
Yes. We are continuously exploring more eco-conscious, considered materials and production methods to reduce our environmental impact. Some examples of recycled and eco-friendly fabrics we use are below.
We are moving away from conventional rayon, viscose and bamboo in favour of Lyocell. Made from sustainably sourced wood, Lyocell is produced through a closed-loop process that recovers and reuses up to 99.5% of the water and solvents involved. It offers a more considered alternative to traditional manmade fibres, with a soft drape and durable finish.
Cupro is made from cotton linter, a byproduct of the cotton industry that would otherwise go to waste. This material is transformed into a silky, lightweight fabric, giving new purpose to an existing resource.
Hemp is a naturally strong and durable fibre that requires significantly less water and fewer chemicals to grow than conventional cotton. Its natural resistance to pests and drought makes it a more resource-conscious choice.
We also use Modal made with recycled paper pulp and wood from sustainably-certified sources, helping reduce reliance on virgin raw materials. Our Paper Modal combines 66% Modal with 34% natural paper fibre to create a lightweight, breathable fabric with a beautiful drape and natural moisture-absorbing properties.
Our swimwear is made using recycled nylon and lycra, while our faux shearling accessories use Eco Circle Fibres, which require up to 50% less energy to produce than conventional polyester fibres.
We also use electronic pattern systems and considered cutting techniques to minimise fabric waste. Where offcuts are unavoidable, we repurpose them into bralettes, linings and small-run accessories, making use of even the smallest pieces.
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.
Yes – FLANNEL uses only faux fur.
Yes, though leather represents a small part of our overall product volume. It’s used primarily in footwear and accessories and sourced 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, there are instances where fibres such as viscose, rayon and polyester remain necessary to achieve a particular design or finish. Permanent pleating, for example, requires specific fibre properties to retain its shape and structure over time. In these cases, we use them selectively and purposefully, favouring recycled sources wherever possible, and we are constantly searching for more eco-friendly, innovative alternatives.
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.