We choose natural fiber because the body recognize them. Cotton, bamboo, wool, hemp, modal – materials that breath and regulate. They don’t trap heat, mess with your hormones or fight the skin.
We made a rule for ourselves that all products we make must contain at least 90% natural fiber. People ask us “why not 100%?” Well, natural fiber is not very stretchy, and as a activewear brand we need that, therefore we often use 2-10% spandex or elastan in our fabric blends. When we make more loose fitting clothes we love to use 100% cotton, and you will always find the material competition in our product description. FLÖRA also have a whole page dedicated to transparency, where you can read all about each fabric we use.
Synthetic fabrics were sold to us as progress. Wrinkle-free, stretchy, cheaper and more “efficient”. But they come at a cost, to the planet, to the people making them and the bodies wearing them. Plastic fibers shed microplastics. They don’t break down. They disconnect clothing from nature entirely.
Natural materials soften, they change over time. That’s not a flaw, that’s honesty. A garment that lives, rather than one that stays frozen in artificial perfection.
Choosing natural fibers is also about slowing consumption. These materials are meant to last, to be cared for, to be repaired. They encourage a different relationship with clothing, a one based on longevity, not replacement.
This isn’t about purity or being “100% sustainable.”
It’s about alignment. Choosing materials that feel right on the body and make sense in the long run. Returning to what existed before plastic became normal, and questioning why we ever accepted it as the default.