Our Story
The company started as a passion project of real-life couple Hanna and Gustav. In Scandinavia, it is customary to take your shoes off at the door to avoid bringing snow and mud into the house, but Hanna noticed that while sleek, fashionable indoor slippers had long existed for men, she couldn't easily find the same for women. She dreamed of something you could wear while relaxing alone and while entertaining guests — or even take with you to a dinner party! So —sustained by love, commitment, and a single-minded goal to cater to the needs of the smart, conscious, independent woman, they set out to create Flattered.
Both founders had regular day jobs at the time, so they worked late nights and weekends to actualise their vision. After a while, They found a small family-owned factory outside Porto in Portugal that understood precisely what they were looking for. Finally, after months of hard work, they perfected the indoor ballet flat that has since become our signature —with its perfectly almond-shaped toe and soft woollen insole.
As time has passed, our growing team has grown ever more convinced that comfort and confidence go hand in hand. When a woman feels comfortable in her own skin, she radiates confidence. The interplay between comfort and confidence is why Flattered believes creating products that enhance both is essential. As we have expanded our offering, it has developed into the core principle of our design process.
And so, the small indoor ballerina shoe company from Scandinavia transformed into a full-range footwear and bag brand known for its commitment to creating products that are not just beautiful but also comfortable, chic and empowering for women. A brand that continues to inspire and empower women to be their best selves wherever they go.