INTERVIEW #78 FLORENCE

Based in: Helsinki, Finland

Founded in: 2021

Founded by: Florence Macedo

Stores: Online shop, with sporadic Pop-ups, shipping worldwide.

Price range: 100-150 euros

Hi Florence, we are so happy about having such a beautiful  brand in our community. Tell us about your brand and why you started?

I started this brand to fulfill a personal need. While I spent so much time home during my maternity leave, I felt the need to dress up a little bit, to feel like myself, and express my mood and feelings. I've always believed in the power of dressing up as a way to communicate to the world, and staying home so much wearing pajamas and old tshirts was bringing my mood down. I wanted to wear and create a versatile loungewear brand, bringing my Brazilian roots and its lifestyle to my Scandinavian life.

We know that you're a transparent brand and are just like many other brands, on a journey to become more sustainable. How are you working with sustainability today?

I wouldn't know how to do this if not in the most sustainable way possible. I have always been extremely engaged with sustainable fashion, way before people were talking about it, back in 2009. I invested so much money and time into understanding better what sustainability means in this industry and I've come to understand that it lies first in people, and then materials. Having worked in fashion my whole life, I know how evil this industry could be, and my mission is to totally change that. Change how we treat workers, partners, collaborators, slow down the pace and be more gentle in general. The other side of it is materials, so I'm engaged in only using deadstock materials - which makes the process much more complex and difficult. I care for every single thing I use at the brand, even the tape I use on the shipments - I'm a bit obsessed about this.

How and where are the products produced, where do you source the material from?

I used to produce in Helsinki only, but due to shortage in worship I felt the need to take the production somewhere else, so why not Brazil (my home country)? I grow up with the mentality that by being extremely privileged, I had the responsibility of giving back to the people in my region that didn't have the same luck as I did, so even as a small brand, I thought I could help employing people from the region I come from, and also bringing some of the dying, sadly, artisanal process and spread it into the world. I have my own little production site over there and have a very good relationship with the workers. I source most of the materials from Europe due to the variety and high standards for quality. It's very challenging since the deadstock market is still small and hidden, but I love doing this treasure hunting.

Your best selling product?

Luanna Set.

Where do you find inspiration?

From literally everywhere. I love travelling and this has played a big hole into my life, inpulsing me and helping me to understand so many things. My home country is also very inspiring so I think I have an endless source of inspiration just there.

What have been and are the major challenges?

I think in the beginning phase the most challenging is to get people to believe in you and what you do and actually support you. But overall challenges will always be there and our jobs as entrepreneurs is to overcome them, one by one.

What has been and are the largest gains?

Definitely the sense of community getting built from literally nothing, from the workers to clients, and strangers who support and elevate you without getting anything back. This is really nice to see.

What do you think needs to change in the fashion industry to make it more sustainable?

So many things, there is a long way to go. But I believe that the overall attitude and how people are treated in this industry is the number one thing. Fashion is supposed to bring joy and beauty into everyday life, and everyone should feel that, not only consumers.

Best thing about Florence?

That everything is made from the heart.

What's up next?

Super exciting POP UP in a premium Helsinki location, and new product categories for the next year.