OUR STORY
Imagine what a move can do...For me, it wasn’t just moving into a new home, but the thrill of getting my own garden; the satisfaction of growing stuff and a craving for crafting and creativity. These inspirations, combined with our insights and background in the fashion, sports and corporate workwear segments were the start of a collection of work clothes for women with function, fit and fashion in focus. Small-hold farming and gardening has really bloomed as a trend over the last decade, with unprecedented sales of plants, garden furniture and décor. Creating your dream garden is a lifestyle and a way of connecting with people. Even among young, trend-conscious women there is now a wave of aspirations to grow their own organic vegetables, fruit and herbs. For many years, I was aware of the lack of great options in contemporary, functional and feminine work clothes. For me, as a trained apparel designer and pattern-maker, my focus is on making work clothes that are functional in both fit and function, but with that contemporary styling so the wearer feels attractive and at ease while working.
FLORA MANUFAKTUR
Flora Manufaktur develops, designs and sells work clothes for women with function, fit and fashion in focus. The company was founded in spring 2013 and is part-owned by Helena Lumijärvi, the company’s designer and CEO. The company is located in the forests of Pixbo, Mölnlycke, in the southwest of Sweden. Flora Manufaktur primarily sells its own label primarily through its online store, but also at trade shows and through select stockists. Our design philosophy and passion is to find the ideal combination in a work garment in which function, fit and fashion come together with modern women in focus.
KLÖVER BLÅ - OUR OWN ECO-LABEL
In spring 2018, we launched our own eco-label called Klöver Blå - work clothes for women with eco-awareness in focus. The denim fabric in our Klöver Blå collection is a blend of organically farmed cotton and recycled polyester from PET bottles. The cotton in our jersey tops are made of pure organically grown cotton.
We have finally taken a decisive step and are now committed to making the whole of our collection more eco-friendly.
DESIGN PHILOSOPHY
Function, fit and fashion are the keywords embodying Flora Manufaktur’s design philosophy.
Based on our background and interest in denim, function and fashion, our creative ethos was a given at the birth of the Flora Manufaktur concept. Denim, of course, has a time-honoured history dating back to the 18th century, when the first trousers made of this hard-wearing fabric were called “jean” and were worn mainly by sailors. Because there was much demand for a heavy-duty fabric that could stand up to wear and tear. We have stayed true to the origins of jeans by using stretch denim in our core line to offer hard-wearing but stretchy work clothes. The garments have twin-needle felled seams, and this, together with the reinforcement material at critical hems and functional details which help to keep tools organised, results in a durable high-performance work garment. For Flora Manufaktur, function means clothes with practical and authentic features, and with a feminine fit.
Slow fashion with long-lasting design. Our brand is based on classic designs crafted for long-lasting wear. Our styles feature consistent details to coordinate them as collection. In spring 2018, we launched our first organic styles under own eco-label called Klöver Blå - work clothes for women with eco-awareness in focus.
INSPIRATION
Our inspiration comes from nature’s wood, leather, and the blue indigo plant. The deep-blue colour in the denim used to make jeans is known as a “living colour” because it fades out of the fabric the more the denim is worn. The colour and dye called indigo dates back 4,000 years. Originally it was extracted from the leaves of the plant with the botanical name Indigo frea. Today, it is produced chemically, as a cleaner and more stable dye for denim. For our eco-label Klöver Blå and for Flora Manufaktur, we garment-wash our designs, which means that they have all been laundered once. We do this in order to remove excess dye in the garments. We have intentionally opted out of garment distressing and other effects in order to spare the environment and not least the people who work to manufacture our collection. The coolest wear marks are achieved by wearing in denim garments yourself.