Who we are

About Us

Welcome to Florra – your go-to destination for timeless, conscious fashion for him and her.

We’re James and Emily Whitmore, a couple from Manchester who started Florra in 2010 with a clear goal: to create something meaningful, lasting, and personal. When our daughter Flora was born, she became our inspiration – and the name behind our brand. We only added a second r as a nod to the layers we believe great fashion should have: style, substance, and story.

From day one, Florra has been a family-run business with a heart for sustainability and a love for timeless design. We believe clothing should not only look good, but also do good. That’s why our collections are made with eco-friendly materials and crafted in ethical ways – so you can feel as good as you look.

Why Florra?

Style that lasts - We embrace trends – but only the ones worth keeping. At Florra, we carefully curate styles that feel fresh and relevant, without losing their timeless appeal. This way, you’ll never miss a trend, and your wardrobe stays effortlessly up to date, season after season.

Sustainability at our core - We choose low-impact fabrics, responsible production partners, and thoughtful packaging. Because the planet deserves our care.

For real life - Whether you're dressing for a relaxed weekend, a busy workday or a special moment, we’ve got styles that work with your life – not against it.

Fashion you can trust

With thousands of happy customers, we’re proud to have built a brand that people believe in. When you shop at Florra, you're not just buying clothes – you're joining a growing community that values authenticity, creativity, and conscious living.

Thank you for being part of our story. We’re so glad you’re here.

Wear clothes with a story. Choose Florra.