Why Fluf?
A better bag: functional, durable, healthy + safe.
Ten years ago, we smelled a problem: lunch bags that stank - literally. They weren’t washable and, even worse, were loaded with toxic chemicals that have no business being anywhere near a kid's lunch. Clean and simple: we knew we could make better bags.
Fluf Luf 🤍
Fluf started with a dream of creating one product - the humble pillow - and making it really, really well (hence 'fluf').
Pretty much everything has changed since then, except for this: our obsession with making the best products, with the most sustainable materials we can find.
We now make organic cotton bags. Simple, useful bags that look good, and feel good to use. They’re sustainably made in every way, always machine washable, and designed to make you happy.
We hope you like your Fluf bags as much as we enjoy making them.
Nathalie Butterfield
Co-founder + Managing Director
5 Questions We Often Get!
What’s unique about Fluf?
We’re a values-led company, driven to create fun and functional products that look great and make our customers happy. We’re equally committed to ensuring that our products are sustainably and ethically made, as well as healthy and safe for humans and the earth.
We’re also 100% women owned and operated (which shouldn’t make us unique, but unfortunately it does!).
Why choose sustainability?
Because it’s possible. There was no other way. We always felt that, if we were going to put products into the world, we had to do that as responsibly as possible. It has been an integral part of our business DNA from day one.
What motivates your process?
Unhinged creativity! The ability to imagine something - and then make it happen. There is a misconception that non-toxic, eco products need to look and feel ‘beige’. It’s super inspiring to run counter to that and create bright, playful products out of the safest, most sustainable materials available
Why organic cotton?
It is our fabric of choice for SO many reasons. It’s beautiful, incredibly durable, natural, renewable and biodegradable. It’s grown without pesticides, making it safer for you (and the planet). It produces less CO2e and uses 91% less water than growing conventional cotton. And did you know that organic cotton makes up less than 1% of the world's global cotton production? We can go on, and on!
What do you value most?
A great product that brings value to those who use it, and doesn’t take value away from people or the planet. But one that doesn’t take itself too seriously, either.
How it started + how it's going.
