Jennie Lee - interview

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Through the lense of Jennie, the mastermind behind phlò, we explore the relationship between shoes and life.

We met with her at Xiao Yin tea house, where we talked about clothing, shoes and life with the colorful and nostalgic city scene.

Q:Can you introduce yourself ? Tell us more about who you are, where you’re from, and what you do?

My name is Jennie, I’m the owner of phlò and I’m currently based-in Taipei.

After my studies in London, I’ve chosen to stay in Taiwan for a while, and fashion has always been my passion, phlò is like my first experiment. Now I have a few friends on the team to help build this brand, and it has been almost one year!

Q:How would you describe phlò? What does it represent?

phlò is pronounced as “flow”, which is the spirit I want to deliver through my clothing. I was inspired by a picture of the ocean on BoF (The business of Fashion). The ocean wave really triggered me to create this brand, hoping that phlò can grow with flowing mind and soul.

“Elegant but also energetic”

I hope that each piece of phlò exudes elegance and vitality, that could last in our customers’ wardrobe for a longer time. I was an exchange student in Seoul for a while and I would go to Dongdaemun to observe how different brands develop, and this experience allowed me to have a better understanding of Korean fashion.

In my opinion, there’s a wide range of choices in Korean fashion in terms of price and style. Through the communication with manufacturers, we understand the materials and how their materials are used. One of our goals is to be able to have a transparent production process.

Q:What’s been inspiring you lately?

phlò's is like a storybook that accompanies you, writing down your daily mood.

From the texture of nature to the composition of the untouched world, my inspiration comes from everywhere.

Q:How do you see the future of sustainable fashion?

Millennials in the UK was the topic of my thesis, exploring whether the feature of eco-friendly and sustainability could directly lead to the completion of purchase.

For example, Patagonia's approach to environmental issues and sustainability is very far-reaching. They don't act to please consumers, they act for the planet.

Q:What’s the most interesting/difficult thing you have learned throughout the process of branding?

Even though phlò is still at an early stage, but we always think before we act, we are trying to deliver thoughtfulness in every step. I found a lot of interesting things when I talked to customers, such as the different reasons why they came to phlò, from attending a wedding to a party, I got to know more about the brand through this process.

Q:What’s your first impression of inooknit?

The first impression of inooknit is that you deliver a very clear message, after receiving the product, from the moment of opening the package I can feel lots of thoughtful details.

When you put it on, the feeling of how match it is to my feet is amazing, when I’m walking outside I can feel the comfort when I touch the ground, comfort and breathable, especially how it’s comfortable on the heel, and Mary Jane’s strap design is totally a plus to the overall daily essentials.

Q:How does footwear affect your everyday life? What makes a good shoe for you?

Clothes can serve the look at 9 out of 10, the last 1 point will need shoes to embellish, shoes may not be the main character of the overall look, but is an indispensable support, a good pair of shoes can refresh the mood and take you to a better place, and the first impression is crucial, from packaging to opening the process is an experience.

Q:What will be your next steps?

I hope phlò can be independent of itself, and we can make our own design to provide a more complete look. I'm always interested in organic and environmentally conscious products, hoping to bring more information to our customers, instead of purchasing brands and clothes from unknown sources, to better understand the story behind each story.

Photographer/ Chang Yu Hsuan @housegroup.jpg
Text/ Ya Wen Li
Location/ Xiao Yin tea house (East Gate)
Jennie Lee phlò/ https://www.phlostudios.com/