Flattered

Flattered, a brand that redefines luxury in the contemporary era, roots its ethos in the Scandinavian philosophy of living. With a keen focus on thoughtful design and uncompromising quality, Flattered aims to cater to the smart, independent, and conscious woman of today. The brand is deeply committed to fostering positive change in the fashion industry by crafting durable products that respect craftsmanship, favor environmentally friendly materials, and challenge unnecessary consumption patterns. The brand's name, 'Flattered,' pays homage to its original signature collection of ballet flats, launched in 2013. Every product under the Flattered banner is a testament to fine craftsmanship, designed in Stockholm, and handmade by artisans in Italy, Portugal, and Spain​​.

Flattered was born out of the passion and determination of the real-life couple, Hanna and Gustav. The Scandinavian custom of removing shoes at the door to keep homes clean inspired the founding of Flattered. Hanna, unable to find fashionable indoor slippers for women, envisioned creating a product that could be worn both at home and at social gatherings. The couple, fueled by their unwavering commitment and shared vision, worked relentlessly on their project, which eventually led them to a small family-owned factory outside Porto in Portugal. This partnership resulted in the creation of the brand's signature indoor ballet flat, known for its perfect almond-shaped toe and soft woolen insole​​.

Over time, the Flattered team discovered the profound connection between comfort and confidence, a realization that became the guiding principle behind their expanding product range. The small indoor ballet shoe company transformed into a recognized full-range footwear and bag brand, celebrated for its commitment to style, comfort, and empowerment of women​​.

Gustav and Hanna initially aimed to fill the gap in the market for women's indoor shoes, with the ballet flat serving as their opening product. The couple always aspired to extend their range of footwear, but it was the indoor shoe that became a signature and beloved product of Flattered​​.

The founders of Flattered prioritized creating an experience that felt special and was "flattering" to both the foot and the eye. Their vision was to design timeless, sustainable styles that would make even ordinary clothes seem well-dressed when paired with Flattered shoes​.

Flattered prides itself on successfully carving out a modern brand identity in a traditionally rigid industry. The brand's modernity isn't just about design; it also encompasses the manufacturing of quality products at fair prices. All Flattered products are handmade in Europe, adhering to high standards, yet remain accessible to more than just a niche luxury segment. This approach has been well-received by customers worldwide, reinforcing Flattered's commitment to effecting positive change in the footwear industry​​.

Running a company together while maintaining a personal relationship has been both fun and challenging for the couple. They share in their successes, knowing the hard work behind each achievement, and support each other during setbacks. The founders of Flattered strive to maintain a balance between work and leisure, valuing their relationship as much as their brand​.

Moving forward, Flattered's top priority is to develop a smarter and more sustainable product range. The brand is consistently innovating its communication and interaction with customers while simultaneously working to minimize its environmental impact. Given the fashion industry's contribution to environmental issues, Flattered sees it as its responsibility to be part of the solution​​.

Despite having no prior experience in the footwear industry, Hanna and Gustav have made Flattered a success. Their journey with the brand has been a significant learning experience, which continues to shape their future path​​.