Scan Magazine
Special Theme
|
|
Swedish Fashion – Our Top Picks
Timeless and Scandinavian in a sustainable fashion Dynamic, responsible and honest, with a strong ethos – to provide a positive change to the fashion industry in impeccable style. Flattered is the shoe and bag brand that was founded on the simple idea of creating comfortable indoor ballerina shoes, in time growing into a worldwide brand providing timeless fashion, sustainably wrapped. By Nina Bressler
|
Photos: Flattered
Founded in Sweden, quintessentially Scandinavian and with a French touch – meet Flattered, the shoe and bag brand that has gone from creating comfortable indoor ballerina shoes to becoming a global force providing hand-crafted, high-quality leather shoes and bags in multiple styles to a conscious audience, always on the lookout for the best on the market to wear. Birth and rebirth The brand was launched in 2013 with a firm focus: to increase the then limited choices of comfortable and stylish in24 |
Issue 141
|
April 2022
door ballerina shoes for women. Founders Hanna and Gustav Lidén noticed an opportunity while scouting the market and not finding any appetising options: “There was definitely an untapped market opportunity – the only indoor option for women was bulky woollen slippers. We decided to create something on our own, starting the company as a parttime venture while continuing to work full-time in our regular jobs. Evenings, weekends and any spare moment went towards developing our ideas, and despite being stressful at times, it gave us a great advantage: we could think longterm instead of chasing quick returns,” says Gustav Lidén. Hard work paid off: one of the most prestigious department stores in Sweden, NK, made a big order shortly after launch, and major department stores