We are our choice

WE ARE OUR CHOICE – The beginning of the Adventure

Craftsmanship and know-how are at the heart of our approach. In 2012, even before Florenz existed, its creator Florence Bourgade left for India to meet the Chippa community in Rajasthan, the last block printer craftsmen specialized in block printing. It is at their side, over the months that she developed her very first collection of stoles. It was a dream and it was to pursue it that she resigned from her job as artistic director in Madrid a few months earlier. She will leave for Jaipur and return with the first silk stoles printed on the block. What at first seemed like a creative adventure without a head or tail, gave birth a few months later to the eponymous brand Florenz.

Over the course of travels, seasons and encounters, the collection has been enriched with new and increasingly sophisticated skills. It is through contact with craftsmen in India, a country for which the designer has a real passion, that the collections have been enriched with rare ancestral techniques such as the weaving of jamdani cottons in the Bengal jungle or the weaving of real pashmina in Kashmir.

Since then, hand-woven cashmere skills and pashminas have become Florenz’s timeless treasures.

 

THE CHOICE OF THE HUMAN BEING

Over the years, our collaborations have allowed us to build lasting relationships with artisans and workshops. These bonds of mutual trust are precious to us. They allow us to evolve with confidence and give us the opportunity for more creativity. It is because we work in partnership with artisans and workshops that we are able to innovate, to reflect together on their practice, to integrate and divert haute couture techniques in order to create unique stoles.

The craftsmen with whom we collaborate are chosen according to their know-how. The same applies to the small workshops we work with. Concerning independent craftsmen as well as workshops, we are always attentive to the human being who is at the heart of everything, to the working conditions and the origin of the raw materials.

Some of the craftsmen with whom we have established long-term partnership are working on orders for some of the biggest names in Haute Couture and luxury ready-to-wear. Others are struggling to keep and endangered know-how alive die to a lack of customers and production. It is in this context that Florenz builds bridges between them and gives prides of place to the know-how of these craftsmen in our collections.

We visit and spend time in our workshops and most importantly, we build a caring, equitable and lasting relationship. This natures creativity and desire to continue to collaborate together around a common project and mission. We work without intermediaries and this is what allows us to offer exceptional quality, luxury collections at fair prices and models created in limited series.

 Sustainability and more than “made in”, we believe in “made how” and “made off”. We believed in the valorization of Kashmiri, India, Bengali, French, Spanish know-how… in all the countries where our parts are manufactured. Our responsibility is to do well everywhere.

Wishing to give pride of place to thoughtful consumption and sustainable fashion, we attach the greatest importance to our manufacturing conditions and our partners. All our pieces are woven in the respect of a local production in Srinagar, Kashmir by a few families of weavers. Our silk stoles are printed in India by a Grand Luxe manufacturer, allowing us not only to limit our ecological footprint by avoiding multiple transports between Europe and India, but above all to guarantee quality standards and us to build personalized and lasting relationship with each of our interlocutors and partners.

From Kashmiri know-how to French know-how

We are proud to offer real cashmere pashminas from Ladakh and hand-woven in Kashmir in Srinagar by master weavers.

Their quality is exceptional and that is why we have decided to give pride of place to theses rare stoles. Their cashmere is so fine that it can only be woven on a hand loom. The vibrations of electrical machines would break the thread? This is how this exceptional and ancestral know-how is perpetuated from master student. The spinning is passer on frim mother to daughter.

It is in this context that we naturally wanted to celebrate French embroidery and know-how, to create a meeting between local and local crafts: on the one hand, the spinning and weaving of a rare cashmere quality by exceptional weavers in Kashmir, and on the other and, the lace makers of Calais and embroideries made in France by independent artisans. This last technique required many months of research and development to obtain the haute couture finish. Indeed, cashmere being a difficult material to work with, lace inlay and the embroidery technique of the latter required long tests.

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