Introducing Flipped Lab a label that is making space for women in the sportswear segment of the fashion industry.
By Koura-Rosy Kane
The concept of male gaze and its impacts on society have been widely discussed in the public space these past few years. Today, it is hard to not be conscious of the harmful consequences of these social mechanisms that tend to exclude women from many spaces and can limit their possibilities of actions.
Although the fashion industry is mainly made for women, it is also mostly led by the male gaze. From the designs to the high-ranked positions, women have a hard time to equally navigate in this industry as to make their voices heard.
The Hong-Kong based label wants to make a contribution by fighting against these lack of representations and gender inequalities in the sportswear segment of the fashion industry.
This activewear brand is embodying and celebrating the youth culture and attitudes. Because Gen Z is a real advocate of all these important social causes, the label aims to be a representative of these values.
Founded by three female entrepreneurs, the trio is passionate about fashion, design and active lifestyles. They created Flipped Lab with the goal to overcome the traditional rules and perceptions that are limiting women from being what they truly are and what they want to do. The brand is inspired by a multitude of sports from skating and surfing to street dance. Each sport has the ability to create its own culture, hence fashion. This is on that specific observation that the label is leading its designs and aesthetics.
Based on their own history and experiences, the trio designers have created a label that stands for women’s right to be equally represented in the sports and activewear field. Flipped Lab is first and foremost a brand that is emphasising the concept of “Girl Power” and all the principles that come with it. They are not afraid to be loud about it and their designs are their way to let the world know they are not apologetic. Deeply rejecting the male-dominated world of streetwear fashion, the label’s commitment is to sway to balance by introducing colours, fits and concepts that embrace the power of femininity, without necessarily compromising.
Flipped Lab wants to help their consumers to take back the control of their images, representations and fashion expression. By providing products that are considered stylish activewear, the brand wants to offer women the possibility to invest in their beliefs, values and attitudes.
Beyond the need to embrace femenine power, the label is encouraging their audience to accept and celebrate their imperfections. “Imperfections is the new perfect” is a statement they claim loudly and proudly. They continue by ensuring “chill, ignore traditional societal standards and celebrate who you are. This is how we live our lives, and how we aspire to influence our communities.”
Gender issues and self-esteem are not the only subjects the brand is tackling. Indeed, Flipped Lab is also a label that is prioritising sustainable practices. They are committed to expand their commitment by sourcing sustainable fabrics and materials that have minimal social and environmental footprints. Their engagement is visible through their package that is plastic-free and they are always searching for more environmentally-friendly solutions to integrate into their brand and the way they work.
Above packaging, Flipped Lab is using 3D pattern-making to underpins their sustainable production processes. That way they can minimise the waste that is generated during product development and manufacturing. 2D pattern-making tends to waste more materials during this phase. Hence, by using 3D the label can create their prototypes prior to switching to the final product in 2D. Using this digital method also allows them to work on different body shapes and then be more inclusive. They are working exclusively with Sdibit, a Japanese company specialised in 3D digital pattern-making. They have generated different torsos for a variety of body shapes and it enables Flipped Lab to work on them to design their products. This extensive database has been collected for over 13 years and is coming from all across the world.
Flipped Lab is a brand that is made for their community and their needs, aspirations and visions. In line with their identity, the label is also involved in social and sport events. They love participating in all kinds of sports activities such as outdoor yoga, frisbee. During these events, customers, staff and founders are joining to celebrate together and have fun. Additionally, they do co-branding initiatives and partnerships. It can be music, painting or even performance art. They get involved in pop-up stores and electric book fairs.
Besides being a label advocating for women’s power and celebrating female energy, Flipped Lab is also a community that aims to support the female genre and make a safe space for them into the activewear world. The trio of designers aspire to give a voice to these cohorts and allow them to be unapologetic about themselves. It is not about being perfect, but more about true and deep acceptance of who we are.
