Why we started Flow
Flow was founded by two brothers in Melbourne during the height of the pandemic in 2021.
They noticed that modern clothing brands lacked a sense of meaning - they were dry and bland - most being named after the founder, rather than anything that meant something to the customers.
They wanted to be the ones to change this, to not only build a brand, but a thriving community. They wanted to build a lifestyle, a feeling, a symbol of a state of mind.
What is Flow?
'Flow' is a state of mind, often called "the state of optimal experience". It's when the mind functions at its peak - that zone you enter where you both feel your best and perform at your best.
It's achieved when you are so totally immersed and engaged in what you are doing that all thoughts, worries and frustrations melt away and a feeling of pure aliveness takes over.
Whether you're playing sports, listening to music, making art, laughing with your friends, dancing at a concert or working on your passion - you're feeling supremely alive (you're in flow) - and in that moment, nothing else matters.
Design Few, Craft Well
We have the belief that if we create truly great quality products, our brand will naturally grow as people spread the word.
That's why we never cut corners and choose only the most premium, luxurious fabrics we can find - ones that are built to last.
We release our collections in small batches to maintain the focus on quality, not quantity. This also helps with sustainability.
Giving Back - Charity Partners
We also wanted to add an element of giving back, so we decided to partner with an amazing reforestation project called Eden Reforestation Project. Check out the page below for more details:
