For more than three decades, FLAX has been proudly carried in boutiques across the country - small shops where customers could see, feel, and fall in love with our linen in person. We’ve always believed in the power of community and connection, and our retail partners have helped us share our clothing in the most meaningful ways. They’ve told our story, shown our fit, and celebrated the values that have guided us from day one: ethical production, sustainable materials, and clothing designed to last.
That’s why this shift is not an easy one.
As we look to the future of our business, we’ve made the decision to move exclusively to a direct-to-consumer model. This wasn’t a move made in haste or without deep consideration. It’s the result of mounting challenges that have made it increasingly difficult to maintain the heart of who we are while operating through wholesale channels.
Costs have risen across the board—fabric, labor, shipping, warehousing, and compliance—yet we remain committed to producing in Lithuania with fair wages and a strong environmental conscience. We’ve never wanted to compromise on that. But the truth is, maintaining our wholesale margins while staying true to our manufacturing and pricing ethics became harder and harder. At the same time, the retail landscape has shifted dramatically. Tradeshows became less effective, independent shops faced their own uphill battles, and buyer attendance was increasingly unpredictable.
By moving fully online, we’re aiming to create a more sustainable path forward. This change allows us to reach more customers directly, offer more accessible pricing, and deepen our connection with the FLAX community. We can show every piece in every color, on a variety of body types, with all the details and styling inspiration our customers rely on.
But we want to be clear: we will always love and protect the boutiques that carried us through decades of growth. Many of those relationships became friendships, and in some cases, family. We are endlessly grateful for the role they’ve played in our journey.
This isn’t an ending. It’s an evolution. And we hope you’ll stay with us as we continue to design timeless, breathable, honest clothing that reflects the values we’ve carried since the beginning.
With love and linen,
The FLAX Team
A Change in Direction: Why We’re Going Exclusively Direct-to-Consumer
