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How to Turn Your Sustainable Side Project Into a Brand

Esteban Julian

An Interview with FLORANIA



Esteban: Hi Flora! Could you give us a brief intro about FLORANIA? Just a 30-60 second snapshot of who you are and what the brand is about.

Flora: Of course! Thanks for having me, Esteban. I'm Flora, the founder and creative director of FLORANIA. The brand is rooted in the concept of enabling the fashion industry to address its waste problems, particularly textile waste. We started as an upcycling brand during the pandemic. Before that, I worked as a designer for brands like Mumu, Alberta Feretti, and a few smaller ones. While working for these big names, I grew a lot, but I always had this internal conflict between the industry’s practices and my environmentalist upbringing—my parents are passionate environmentalists. So, I wanted to stay in fashion, but find a way to align the industry with my own values. That’s how FLORANIA was born, as an experiment in creating a brand that’s true to both my love for fashion and my heritage.


Esteban: How did it actually go from being just an idea to launching a full fashion brand? Was there a key moment or process that pushed you to start FLORANIA?

Flora: Yeah, so in the beginning, it was just about experimenting. I was recycling materials, especially denim and outerwear, and it started because I had too much clothing lying around during the pandemic. I needed to clear out physical and mental space, so I began experimenting with the clothing I had. I showed some pieces to people in my community—stylists and photographers whose opinions I respected. They liked what I was doing and wanted to get involved, so we ended up doing small photoshoots with my friends as models. At first, it wasn’t even about creating a brand. It was more about making use of all the materials I had, building a portfolio, and maybe moving onto the next fashion job.

But about six months in, after sharing my work humbly on social media, I started receiving recognition from outside sources. That’s when I began to think, “Hey, maybe this is something worth pursuing.” I was invited by the Italian Embassy to show some of my work in Tanzania, and that’s when I started feeling like I was on the right path. From there, things snowballed. Even my parents, who were a bit skeptical at first, started believing in what I was doing. The brand gained traction quickly—press, institutions, and collaborations like the one with Max & Co. It was a whirlwind.



Esteban: Did you find that the external recognition fed your confidence in building the brand?


Flora: Absolutely! Recognition from institutions and brands helped me realize I was onto something, but it also became clear that relying too much on external support can be a delicate situation. After all, trends change, and these institutions move on to what’s popular next. I realized I needed to connect with customers directly to build something sustainable. Institutions give you a boost, but if you don’t have a solid customer base or business infrastructure, it’s hard to sustain growth.

For example, I focused so much on creating collections for fashion shows that for two years I didn’t even have products online! People would ask where they could buy my pieces, and I’d lose sales opportunities because there was no easy way for them to purchase. I created hype without even realizing it, but there was no system in place to convert that into sales.



Esteban: You mentioned your early success was fed by collaborations and institutional support, but now you’re looking to transition into building a direct relationship with your customers. What’s your strategy for making that shift?

Flora: Yes, exactly. We’re working on launching more products online, setting up a proper B2B distribution system, and getting the infrastructure in place to connect directly with customers. We’re also doing pop-ups in unexpected places, like a newspaper kiosk or even my home terrace, to engage my community and keep the personal connection strong. This gives me the opportunity to see what people think of the products in person—what they touch, what they’d wear, and the stories they connect with. It’s crucial to get that feedback from my closest audience, especially as we shift towards online sales and international growth.

Esteban: How have you funded FLORANIA through this process? Has it been a mix of collaborations and personal investment?


Flora: It’s been a combination of things. At the start, I put in some of my own money, and my parents helped me as well. After the first year, we began getting consultancy work and winning awards, which helped keep things moving. But now, with the grants and external funding drying up, we realize we need to become more independent. We’re working on setting up our business in a way that allows us to sustain ourselves without relying on collaborations or institutional support as much.


Esteban: Shifting to an independent business model requires learning new skills. What’s been the biggest challenge for you in this transition?


Flora: The biggest challenge has been believing in myself and in the potential of the brand. I’ve always had this internal battle about whether I’m doing the right thing, and sometimes I’ve listened to too many external voices. For instance, institutions would tell me to focus on fashion shows or take up space in a showroom, but I’ve learned that sticking to my vision is what works best for me.

It’s also been tough learning the business side of things. At first, I didn’t want to deal with marketing and sales—I thought someone else could do that for me. But if you’re starting a brand, you have to learn these things yourself before you can delegate them to others. Now, I’m focused on learning the ins and outs of sales, B2B distribution, and building direct relationships with customers.


Esteban: What’s been the biggest lesson you’ve learned since starting FLORANIA?


Flora: The most important lesson has been to stay true to my vision and not let external influences lead me astray. There were times when I listened to people who didn’t have my brand’s best interests at heart, and it set me back. For example, I allowed someone close to me to take on a role they weren’t qualified for, and it nearly derailed my brand. That taught me the importance of setting boundaries and ensuring that everyone involved in the brand is there for the right reasons.



Esteban: What advice would you give to other designers who are just starting out and might face similar challenges?


Flora: My advice would be to trust your vision and stay true to it, no matter what. Surround yourself with people who believe in your brand as much as you do, and don’t rush into any partnerships or collaborations until you’re sure they align with your values. And always communicate your enthusiasm to the people around you—it’s contagious, and it’ll help you build the support system you need.


Esteban: That’s great advice. Before we wrap up, I want to touch on something you mentioned earlier—press and media. You’ve had a lot of success from a press perspective. What do you think contributed to that momentum?


Flora: I think it was the coherence of our message. Everything from the casting, the presentation, the storylines, to the people involved was aligned with the vision of FLORANIA. We call it a “solar punk” attitude—a mix of punk with optimism. The press loved the narrative we created because it wasn’t just about selling clothes. It was about building a world with a story and characters. We focused on that narrative before even creating the collections.



Esteban: That’s fascinating. It sounds like having a cohesive vision is the key to resonating with the press. Do you think that’s something emerging designers should focus on?


Flora: Definitely. Emerging designers need to focus on building a narrative that’s true to their vision. Be consistent with your messaging, involve people who align with your values, and don’t stray from what you believe in. And remember, you need to learn how to communicate your vision to the press, customers, and collaborators. That’s what will make your brand stand out.


Esteban: Flora, this has been such an insightful conversation. Thanks again for sharing your story and all the lessons you’ve learned along the way.


Flora: Thanks so much, Esteban!



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