Our Approach
Inspired by memories of childhood, playing in the garden, running through the trees of North Stradbroke Island, collecting sea shells, pieces of driftwood and flowers. Flaura makes separates and staples that are constructed to last for years to come, and beautifully crafted inside and out.
Flaura creates clothing that you feel free in. Free to adventure, free to dance, free to live. Comfort, breathability, and functionality to cherish for a life time.
People
Kindness and respect for our craftspeople and customers is at the heart of what we do.
Through open communication and honesty, we hope to inspire change in the way people consume and create. By treating every person our business touches with kindness, consideration and respect, we are not only supporting our craftspeople with a living wage and safe working environments, but also giving our customers an attainable, responsible fashion option.
Flaura was born in 2020 and has been growing steadily since then. Founder and designer, Laura, creates and pattern-makes all of the designs in studio and then works with small-scale, reputable manufacturers to produce the designs in Bali, Indonesia.
We also want to help you to love and care for your Flaura pieces so they can be enjoyed for years to come.
Planet
Our world needs our love more than ever. Flaura creates clothing for the responsible hearts, for those wanting to tread lightly.
Our first principle of responsible practice, is our commitment to keeping our brand small. We do not desire to become a global brand, or need a larger slice of the pie. We work to enjoy life, and make a point to keep Flaura a reflection of this curated, considered approach.
We want to learn from you and are committed to continuously educating ourselves to better our practices.
Many common fashion practices are unsustainable and we are here as part of a necessary change to the way we consume - being aware of how much we produce, the way it is made, the miles it travels, the fabrics we use and the traceability of our clothing at the end of its life.
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Almost 80% of unwanted textiles end up in landfill (Australasian Circular Textile Association, 2021). Just because we can no longer see what we have thrown away, doesn't mean it just disappears. As an industry there are massive problems with over production. On average 30% of clothing produced each year finds it way straight to landfill. (Sharesource.com, 2021) This is without it ever being worn. This is largely due to over ordering/production, fleeting trends & rushed production.
At Flaura, we have faced moral dilemmas about whether to create anything at all. But we have come to realise that it is more important to take action and provide more attainable, responsible fashion that is designed to be worn and loved for many years to come. We have limited our production to ensure we can match the demand from our customers without overproducing unnecessary items.
Our collections are season-less, trend-proof, and offer the opposite of planned obsolescence. We won’t ever build a product that will fall apart in a year so that you have to buy another one. Instead, we create pieces that are intergenerational and are made to be deeply loved.
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FLAURA is committed to limiting the impact of our online operations. To offset the impact of our ecommerce shipments, we provide free carbon neutral shipping for all online orders.
For every order processed online, we make a contribution to carbon removal and storage projects that are working to actively reverse climate change via Sendle & DHL Delivery services.
This partnership enables us to support genuinely world-changing initiatives aimed at preserving and regenerating natural ecosystems, whether it’s restoring endangered rainforest habitats or providing clean water access for communities in Africa. By doing so, we ensure that all of our logistics during sampling, shipping stock & delivery of orders have a net carbon footprint of zero. Actually zero!
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We have committed to making all of our packaging recyclable or biodegradable & reducing unnecessary items where we can.
We opted to eliminate swing tags from our garments. As we are an online store only they are an unnecessary item that usually goes straight in the bin anyway.
All of our garments are wrapped in our eco-friendly tissue paper and sealed with a sticker that is 100% circular and can be composted or recycled after use. We have chosen to use Noissue for all of our branded products to use when packaging orders.
Our mailer bags are made of plant based materials and are completely compostable.
In addition to this, all of our ecommerce collateral is printed on recycled card stock and is completely recyclable.
Product
Timeless design, natural fibres, responsibly made to be worn and loved for years to come.
We use organic, natural fibres that are not only nicer to wear, but last longer in your wardrobe, can be easily recycled and will break down faster in landfill (we hope it doesn't get there).
We also digitally print our textiles in an effort to reduce the water, electricity and chemical footprint of our production.
We know the sustainable sourcing of fabrics is complicated, but we make the best choices we can every step of the way. As we gently grow, we will continue to look for the best available options.
At Flaura, we want our clothes to move with you - natural fibres that connect you to your innate style, bring ease to your day and contribute to a more sustainable future.
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Hemp has a number of qualities we think make it pretty special. Not only is it physically very durable, comfortable and able to hold its shape, but it’s fast-growing, uses significantly less water than other crops, absorbs huge amounts of carbon and thrives in a variety of soil conditions. On top of all this, hemp is resistant to mould and UV light, and holds colour better than most other natural fibres.
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A traditional fabric with a rich history and exceptional hand feel, silk is a circular textile made with zero waste. Produced with domesticated silkworms that feed on the leaves of the mulberry tree, its byproducts are integrated back into local ecosystems. As a natural fabric, silk is long-lasting and biodegradable, yet generally speaking its production still has a way to go. We are currently investigating a preferred production for our future silk pieces.
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Biodegradable, breathable and durable, cotton is a highly renewable plant whose properties as a textile have been loved for centuries. Throughout our collection we have used a mixture of Organic Cotton & regular Cotton. Unfortunately we were unable to use all organic cotton in some of our blended fabric but we endeavour to use only organic cotton as we evolve.
For the responsible hearts.
Timeless and Classic Design.
