FEATURES • BRANDS
Knit Together: Flook's Vision for Women and the Environment
January 2025
Words by The Punch Editors
Photography by Baked & Rafael Moura
The best thing about the future is that it only comes one day at a time and this is something Flook the Label embraces, savoring each moment in the here and now. It’s this value that defines their resort knits and crochet, each piece made for the perfect adventure–a snapshot, like that unforgettable Kodak moment. Nikki Flook, the founder, arrived in Bali on a sabbatical after seven years in London, instantly feeling like she found a home in the unhurried rhythm and slow pace of life. In 2024, her long-held dream of opening a flagship store came to life, showing her brand’s roots in the art of island living.
In recent years, Flook has blossomed on the international stage, its pieces gracing boutiques worldwide and finding a place with influencers and celebrities–spreading a touch of Bali’s beauty far and wide. Flook is rooted in collaboration with local artisans, celebrating the craft of hand-crochet and nature in every thread. Each creation shows the skill of Balinese makers, made with care and due diligence to fair labor, quality, and better practices. Through ethical partnerships, dedication to reducing environmental impact, and support for the local community. Flook goes beyond fashion, working with NGOs to inspire and educate the next generation of creators.
Just like Nikki Flook, Brand Director Rosanna was captivated by the magic of Bali’s natural beauty. When she first stepped onto the island over eight years ago, her resources were slim, but she vividly recalls her longing for the Flook Allegra Dress she’d seen both in stores and online. Immersed in Bali’s fashion scene, broadening her network, Rosanna eventually crossed paths with Nikki in a serendipitous encounter that felt written in the stars. For Rosanna, joining Flook became a moment of beautiful symmetry–from admiring a dress she once couldn’t afford to work with the brand she had always held close to her heart.
WOVEN IN PURPOSE: THE HEART OF FLOOK
Living in Bali means you can’t ignore the island’s waste challenges–it’s a reality that calls for education and mindfulness. At Flook, this starts at the core of their office culture, where recycling and reducing single-use plastics in packaging and storage are part of everyday practice. Yet, looking closer, a truth emerges: true sustainability in fashion is elusive, and no brand can fully claim it. Instead, Flook practices responsibility through mindful decisions, acknowledging the impact of fashion on the planet while choosing ethical pathways. By engaging with the community and supporting local artisans, they aim to uplift the island and honor those who craft its beauty.
STITCHES OF IDENTITY: EMBRACING AUTHENTICITY
Flook’s brand values stand first with Bali, the place where creations are born, and designed by women for women. Here, women lead the intricate, day-to-day crochet work, their art shaping each piece, while men also lend essential skills in the production process. Although they could opt for outsourcing to China for faster turnaround and lower costs, Flook remains steadfast in their commitment to Bali’s hand workers, understanding that such a change would mean losing a part of their soul. This devotion to authenticity is what has brought them success, allowing them to share a story as rich and unique as the island itself.
For Nikki and the Flook team, working with Balinese talent and honoring their craftsmanship is a guiding principle. The team includes a skilled designer, a product developer, and a production manager–all deeply committed to turning each vision into reality. Working closely with local suppliers, they maintain an intimate connection between design and production, making a relationship built on respect and shared purpose.
Indra, Flook’s production manager, recalls a moment when she watched a seasoned artisan pass down a traditional knitting technique to a young apprentice. Each stitch, she felt, carried a piece of history, a thread connecting past and present. Another cherished memory brings her bath to a gathering of knitters, their hands busy with intricate designs, while laughter and stories flowed freely–showing the warmth and camaraderie in their close-knit circle. And then, there was a time when an artisan accidentally made an extra loop in a sample piece. Instead of viewing it as a flaw, they included it as a signature detail in one of Flook’s designs, a beautiful nod to the charm of imperfection and the brand’s unique creativity.
HANDS OVER MACHINES
Flook places profound importance on growing genuine relationships with its suppliers–connections rooted in respect, kindness, and fair compensation. These bonds create trust and protect the integrity of Flook’s distinct designs, safeguarding them from imitation. Competing with the speed and scale of fast-fashion giants has never been Flook’s ambition; instead, they uplift the soul of handmade art. Each piece tells a story that aligns with those looking for more than just clothing. While machines churn out products en masse, they’ll never have the depth and care that skilled hands can. Fair wages and respect for partners are all part of Flook’s foundation, making sure that everyone involved is honored in the process.
ARTISTRY AND ADVOCACY: FLOOK'S VISION FOR WOMEN
Crochet is an art form in its own right. Each piece shows patience and skill; a single dress, depending on its intricacy, can take seven to 10 days to complete. In the high-speed world of fashion, producing just 10 dresses translates to 70 days of dedicated craftsmanship. This is crochet–the detail and expertise that showcase Indonesia’s artistry. Rosanna sees Indonesia as a wellspring of creativity, flourishing across fashion, music, and more. Yet, as Flook gains global recognition, it remains steady in honoring the people behind each piece. Initiatives like the Flook Foundation and the Crochet Academy, founded by Nikki and led by Head Designer Kat, are steps toward this vision. Flook hopes these programs will offer valuable training opportunities for women in Bali, representing a meaningful path forward.
A defining pillar for Flook is its partnership with Stella’s Child, an organization dedicated to children’s welfare and education. Flook designers collaborate with local youth, sharing insights into the world of fashion–from initial design to hands-on production–a relationship that not only inspires but also shapes the path for future educational programs.
With education and awareness as the heart of its mission, Flook proudly champions a women-forward identity. Recognizing the gender disparities within Indonesia, the entire team is uplifting every girl associated with Flook, making sure she feels valued in her work, her style, and her place within the community.
CONSUMER CONSCIOUSNESS: A PATH TO MINDFUL CHOICES
Rosanna believes in the power of mindful consumption, a practice that often gets overlooked in today’s fast-paced, digital marketplace. She encourages a pause, a moment to question the impulse behind each purchase: What’s fueling this desire? Where will it find purpose in your life? Is it truly meaningful? While some may go as far as choosing to stop buying altogether, Rosanna sees value in finding a balance–a thoughtful middle ground.
With her marketing background, Rosanna understands the delicate dance of consumer habits. She knows we each play a part in the cycle, yet believes it’s more important to recognize our motivations and the impact of our choices. In a world where upgrades—like the latest smartphone—have become second nature, this practice of introspection is Flook’s commitment to quality over quantity, advocating for pieces that hold meaning beyond the moment.
EXPLORE THE FULL STORY IN UNCOVERED BALI BOOK
Uncovered Bali is a collective project showcasing the sustainable journeys of carefully selected Bali businesses to a global audience. Each story highlights the unique impact these enterprises have on preserving Bali’s cultural and environmental heritage while driving positive change. Through this project, we aim to inspire global leaders, travelers, and communities to embrace more sustainable practices and appreciate the powerful role that local businesses play in shaping a better future.
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