The Everyday Tee
$48220 gsm organic cotton
The 2027 Range
Made to order & in stock
A small wardrobe,
made honestly.
Flax is eight permanent essentials — tees, a knit, trousers, a dress — cut from organic cotton, European flax linen and responsibly clipped wool. No drops, no seasons to chase. Pieces you buy once and keep for years.
- 8
- Pieces, total
- 5+
- Years per garment
- 100%
- Natural fibers
Campaign — shot on film, Provence No retouching
- Organic & natural fibers only
- Every cost published
- One small permanent range
- Free repairs, for life
- Take-back & resale loop
- Made in Portugal & Lithuania
Spring — Provence, on 35mm
We don't follow seasons.
We just make better basics.
The Range
Eight pieces. That's the whole shop.
Each one stays in the range year-round. We restock — we don't redesign. Prices reflect the cost to make a piece well, plus a flat, honest margin.
The Linen Shirt
$128European flax linen
The Crew Knit
$185Responsible merino wool
The Wide Trouser
$148Organic cotton twill
The Slip Dress
$165Washed flax linen
The Heavy Tee
$62280 gsm organic cotton
The Easy Pant
$95Hemp & organic cotton
The Overshirt
$172Brushed organic cotton
Every piece runs sizes XXS–XXL. Unsure of fit? Read the sizing & fit notes.
Shop all eightLookbook — The 2027 Range
Eleven looks,
one quiet wardrobe.
Shot over two days near Arles — flat-lays on linen, fabric close-ups, and the pieces worn the way we wear them.
Provence — Spring, 35mm film
View full lookbookOur point of view
Buy less.
Keep it longer.
The fashion industry makes more than 100 billion garments a year, and a large share is worn fewer than ten times before it's thrown away. We started Flax because we didn't want to add to that pile. So we did the opposite of a fashion brand: we made the range as small as we honestly could.
Eight pieces. They don't expire in March. There's no autumn collection coming to make this one look tired. A Flax tee bought today is the same tee we'll sell in three years — same pattern, same mill, same price logic. When something wears out, we'd rather repair it than sell you a replacement.
We're not going to tell you a t-shirt will save the planet. It won't. The most sustainable garment is the one already in your wardrobe. What we can promise is honesty: the real fiber, the real factory, the real cost — printed plainly so you can decide for yourself. A small wardrobe, made honestly. That's the whole idea.
Marit Halvorsen & Tomás Ferreira
Founders, Flax
Radical transparency
Nothing to hide.
So we hide nothing.
Three things decide whether a garment is honest: the fiber, the mill that spins it, the factory that sews it. Here are ours, by name.
01 — Fiber
Organic cotton & flax linen
GOTS-certified organic cotton grown without synthetic pesticides, and European flax linen from rain-fed fields in Normandy — a crop that needs almost no irrigation.
02 — Mill
Tessitura Bracco, Biella
A family-run mill in northern Italy, spinning and weaving for us since 2021. Its dye-house runs a closed-loop water system — treated and re-used, not discharged.
03 — Factory
Atelier Costa, Guimarães
A 64-worker factory in northern Portugal. Living wages, a 35-hour week, and we publish our audit. We visit four times a year.
Per-piece impact — The Everyday Tee
2.1kg
CO2e — cradle to door
480L
Water — full lifecycle
0g
Plastic in the garment
94%
Shipped by sea, not air
Figures are an average per tee, measured by an independent lifecycle assessment in 2026. A conventional cotton tee of this weight is typically 2.5× the water and 3× the CO2e.
The true cost — The Everyday Tee
$48.00 retail
- Materials & fabric
- $15.84
- Labour & sewing
- $12.96
- Transport & duties
- $4.32
- Repairs reserve
- $3.36
- Flax margin
- $11.52
A traditional retailer would mark this tee up 5–8×. We hold a flat 24% — enough to keep the lights on and fund free repairs, nothing more.
Take-back & resale
Send it back when you're done with it.
Any Flax piece, any age. Mail it in with our prepaid label. We launder and mend what can be re-sold on Flax Renewed, and we fibre-recycle the rest with our partner in Prato. You get store credit either way — 20% of the original price.
The piece we're proudest of
The Everyday Tee, built to outlast the trend cycle.
A 220 gsm single-jersey knit in long-staple organic cotton, garment-washed so it arrives soft and won't shrink on you. Twin-needle hems, a taped shoulder seam that holds its shape, and a ribbed collar knitted in one piece so it never w-aves out. The fit is true — not cropped, not boxy, just clean.
- Fiber
- Long-staple organic cotton
- Weight & knit
- 220 gsm single jersey
- Fit
- True — regular, mid-weight
- Tones
- Undyed, Oat, Sage, Slate
Made to last 5+ years. The heavier 220 gsm knit resists thinning at the shoulders, the seams are double-stitched where stress lands, and if a hem ever goes, we'll re-sew it free. We'd rather mend this tee than sell you another.
The 2027 campaign film
Slow Cloth.
Slow Cloth.
A short film, no dialogue.
Credits
- Photography — Aurélie Vandenberghe
- Creative direction — Studio Mánuka, Lisbon
- Fabric partner — Tessitura Bracco, Biella
- Location — near Arles, Provence
Stockists & availability
Find us, or shop direct.
Flax is carried by a small, deliberate group of conscious-living stores across Europe and North America. The full range is always online.
- Marled & Sundry
- Quietude
- FOLK·HOUSE
- The Linen Room
- Apartamento Goods
- Maison Verde
- Northlight Supply
- Still & Co.
Find us in person
Eleven stores in seven countries carry the range. Our own studio shop in Porto is open Thursday to Saturday — come try a fit, see the fabric in daylight, and meet the team.
Sizing & fit notes
- Tees and the knit fit true to size — take your usual.
- Trousers run a touch relaxed; size down if you're between sizes.
- Linen softens and relaxes about half a size with wear and washing.
- Every piece runs XXS–XXL. Free exchanges within 30 days.
The Flax loop
Wear it. Care for it. Repair it.
Then send it back.
A garment shouldn't end in landfill. We designed Flax as a loop — four steps that keep a piece in use, and out of the bin, for as long as possible.
-
Step 01
Wear
Buy one piece, wear it hard. Our target is 200+ wears per garment — the point where a tee genuinely earns its footprint.
-
Step 02
Care
Cold wash, line dry, wash less. Every order ships with a care card; most of a garment's footprint is in how it's laundered.
-
Step 03
Repair
A loose hem, a popped seam, a small hole — mail it to us. We mend Flax pieces free, for the life of the garment.
-
Step 04
Return
Done with it? Send it back. We re-sell it on Flax Renewed or fibre-recycle it — and you get 20% back in store credit.
3,140 garments repaired in 2026
1,890 pieces resold on Flax Renewed
0 garments sent to landfill by us
The Journal
Notes from the studio.
Fiber — 6 min read
Why we chose Normandy flax over conventional cotton
A rain-fed crop, almost no irrigation, and what that means for a shirt.
Repair — 4 min read
A visible-mending guide for your worn-in tee
Sashiko stitches, where to place them, and why a patch isn't a flaw.
Factory — 8 min read
A day at Atelier Costa in Guimarães
The 64 people who sew every Flax garment, and how they're paid.
Questions, answered plainly
The honest
answers.
No marketing spin. If you have a question we haven't covered, write to [email protected] — a person replies.
What fibers do you use, and why?
Three, all natural: GOTS-certified organic cotton, European flax linen, and responsibly clipped merino wool — with a little hemp blended into the Easy Pant. We avoid synthetics entirely. Polyester and nylon are plastic; they shed microfibres in the wash and don't biodegrade, which makes our take-back loop impossible to close. Natural fibers cost more and crease more, but they last, they're repairable, and at end of life they can be fibre-recycled or composted.
How do you define "sustainable"?
Honestly, we're cautious with the word — no garment is truly sustainable. We use it to mean something specific and measurable: a small permanent range so we overproduce less, natural fibers, a published lifecycle assessment for every piece, fair wages we can show you, and a loop that keeps garments out of landfill. We'd rather give you the real CO2e and water figures and let you judge than hide behind a vague green claim.
How should I care for it to make it last?
Wash cold, wash less, and skip the dryer. A cold cycle uses far less energy and is gentler on natural fibers; line drying keeps the knit from thinning and stops linen from going stiff. Turn tees inside out, use a mild detergent, and don't over-fill the drum. Wool usually only needs an airing, not a wash. Every order ships with a care card per fiber — follow it and a Flax piece should easily see five years and beyond.
Do you take pieces back?
Yes — any Flax piece, at any age, in any condition. Request a prepaid label and mail it in. Pieces still wearable are laundered, mended and resold on Flax Renewed; pieces past saving go to our fibre-recycling partner in Prato, Italy. Either way you get 20% of the original price back as store credit. Nothing we take back goes to landfill. It's the same loop on our Craft page — the fourth step.
Where and by whom is it made?
Fabric is spun and woven at Tessitura Bracco, a family-run mill in Biella, Italy, with a closed-loop dye-house. Garments are then cut and sewn at Atelier Costa in Guimarães, northern Portugal — 64 people, a 35-hour week, living wages, and a third-party social audit we publish in full. We visit the factory four times a year. Knitwear is finished by a 12-person workshop in Vilnius, Lithuania.
The 2027 Range — in stock now
Eight pieces.
Eight pieces.
A wardrobe that lasts.
Start with the Everyday Tee, or take the whole small range. Bought once, repaired free, taken back at the end — the way clothes used to work.
Free EU shipping over $120 · 30-day exchanges · Repairs for life