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?
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 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.
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 exclusively uses faux fur.
Our cashmere suppliers have their certificate of membership in the Sustainable Fibre Alliance and are in compliance with the Business Social Compliance Initiative (BSCI) code of conduct.
FLANNEL uses mulberry silk and spun silk. We are committed to sourcing more sustainable silk and are currently working closely with our production and manufacturing teams to do so.
Our denim production house has professional wastewater and sludge treatment equipment that allows the treated wastewater to reach the discharged standard.
Our faux shearling footwear and accessories are made from Eco Circle Fibres which use 50% less energy consumption than traditional poly fibres.
Our swimwear is made from recycled, eco-process nylon and lycra.
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 or line accessories to avoid using additional fabric and adding to waste.
All of our dyeing and printing factories use environmental protection dye. We do not use formaldehyde or AZO dyes.
There is no PCBs or asbestos used in any of the garment manufacturing processes.
Yes. While our footwear and accessories are a small part of our product volume, many styles in these categories use leather.