Fleurose London was a brand in the making, long before we knew it. It came out of the realisation that many emerging labels begin with the best of intentions: to provide sustainable and fashionable alternatives to fast fashion. But we found that as they scaled, what was previously traceable, for example knowing that an item came from a family-run factory, eventually disappeared. Prices went up and quality went down.
Andrea and Rozalina work in the fashion industry and quite frankly, we (it is too weird to carry on writing in third person) didn't want to add to the noise. But we saw a growing need for a consciously-made mask like ours. During the COVID-19 pandemic, like everyone else, we really struggled with living the new normal. Making masks to sell just wasn't on our minds. Now, fast fashion brands are providing decent face covering options but we saw an opportunity to do better. When we were shopping for reusable face masks, we saw that the majority of designs weren't elegant and versatile enough to go with many wardrobes. Or they were super chic but really impractical, featuring clumsy ear loops that won't stay on or are too heavy and tug at the ears. Some aren't even made of natural fibre, which is really important to us as the fabric is in constant contact with our skin and critically, it impacts what we breathe in. Not to mention, many retailers don't even provide a filter pocket in their masks.
We're not a medical product. But we created face masks when we saw how they empowered us to take back the new normal. Wearing a mask has given back freedom to so many people, not just to see family and loved ones again but to go to work feeling a little more comforted. Our customer is as mindful about their purchases as we are determined to learn from the mistakes of the fashion industry. Our customer knows sustainability is a journey and is excited to learn more with us. We hope that's you!
Love A & R x