All about European Flax™
We’ve always had a soft spot for linen, thanks to its timeless look and natural breathability. But our favourite variety? Certified European Flax™ linen. In fact, around 80% off the linen we use is certified, carefully grown and rooted in the long-standing expertise and tradition of European producers.
Where it starts
Every linen story starts with flax, a remarkable plant grown mainly in the coastal regions of France, Belgium and the Netherlands. In around 100 days, it grows to a metre tall, generally cultivated without irrigation, with limited use of inputs and always GMO-free.
Flax farming is done on rotation, alternating with other crops, and has positive effects on the diversity of agricultural ecosystems. From the sowing and natural retting to the scutching of the flax, centuries of European craftsmanship ensure every step is handled with respect for people and planet.
The process
Sowing
Seeds are sown between March and April, and growers are committed to GMO-free farming.
Blooming
Flax flowers bloom usually in June and July. Each lasts only a few hours, blooming in the morning and losing its petals in the afternoon.
Pulling
In July, growers and scutchers decide together when the time is right to pull the Flax. To preserve the entire length of the fibre in the stem, flax is pulled and not cut.
Dew retting
A natural phenomenon, the combination of rain, dew and sunlight help the microorganisms in the soil breakdown the natural glue that binds the fibres to the stem.
Scutching
Scutchers use a mechanical process to extract the Flax fibres from the external layer of the stem involving no chemicals or water. All the parts of the plant are used.
Spinning
The long fibres are combed, calibrated and drawn into ribbons that are ready for spinning and then weaving or knitting.
The standard explained
The majority of our linen is proudly made using European Flax™-certified fibre, which guarantees full traceability from field to fibre. This certification ensures the flax is grown and processed in Western Europe under strict environmental and social criteria. It guarantees integrated crop management practices and promotes the unique expertise of European fibre producers. For us, it’s more than a label; it’s a mark of integrity. The certification supports the supply chain transparency of our linen, so we can be confident of its European origin.
Notes from the flax field
This summer, members of our Sustainability team travelled to visit the flax fields where our linen story begins. They got the chance to see the beautiful blooming fields in Belgium – a rare treat seeing as their flowers only bloom for a few hours early in the morning, and only for a week or two.
They also got to meet the farmers who nurture the fields and saw first-hand the care that goes into every stage of the process. Many flax producers are born into the craft or marry into it, carrying on generations of expertise passed down from family who’ve always farmed with respect for nature. As one producer, Bert, told our team, “you don’t choose flax – it chooses you.” Standing in Bert’s fields, our team saw how deeply this tradition runs, guided by experience passed down from family who’ve always farmed with respect for nature.
Our linen collections
Around 80% of the linen we use is certified European Flax™, carefully grown and processed in Western Europe. In our clothing collection, that figure rises to 98%. While linen represents less than 0.5% of the world’s total textile production, it holds a far more significant place in ours – a love of linen is woven into our brand’s DNA.
We’ve been working to add more pure linen to our bedroom collections, too, such as the Pure Linen Collection in 100% European Flax™ linen. By 2030, we aim to transition 100% of the linen in all our collections to European Flax™ certified fibres.
Find out more
Take a look at other ways we’re committed to improving our practices.
