Our story

Why We Started

Fleur Amsterdam wasn’t born out of a love for fashion alone, it was born out of a desire to do things differently.

After running this brand for nearly three years, I’ve seen firsthand how difficult it is to create something without becoming part of the problem: the waste, the overproduction, the pressure to release more, faster, just to keep up. Even small brands are pushed into cycles that benefit volume over value.

But I didn’t start Fleur Amsterdam to follow that path.
I started it because I believe fashion can be different.

We’re honest about the industry we’re part of: fashion today is not sustainable. Over 92 million tons of textile waste are created every year. Millions of garments are made, shipped, and stocked, only to never be worn. The planet pays the price, and so do the people making the clothes. In 2013, the Rana Plaza factory in Bangladesh collapsed, killing more than 1,100 garment workers and injuring thousands. This tragedy revealed the dangerous and exploitative conditions many workers face, conditions often hidden from consumers.

That’s why we’ve chosen a different model.

At Fleur Amsterdam, we design slowly and produce in small batches or on-demand, to avoid waste and overproduction. We don’t follow fleeting trends or seasons, we create pieces meant to be loved and worn for a lifetime.

We partner with local ateliers that ensure ethical working conditions, because sustainability starts with respect, not just for the planet, but for the people behind each piece. We actively choose better materials, including deadstock, recycled, natural, or certified fabrics wherever possible.

We’re not perfect, and we won’t pretend to be.
But every collection brings us closer to what fashion should be: slow, respectful, and meaningful.

Fleur Amsterdam is about building something lasting. Pieces you’ll want to keep, wear, and pass on. Clothing that feels as good on your skin as it is kind to the world.

Because in the end, it’s not about having more, it’s about choosing better.
Not just for yourself, but for the world you live in.

With love & responsibility,
Fleur