Everyday Flow · Malmö, Sweden

Making life flow better.

Everyday Flow creates thoughtful tools, services and experiences that help people notice, explore and make more intentional choices.

Explore Everyday Flow

Products

Services

Wardrobe Reset SessionFeeling stuck with your wardrobe? Start with one focused 60-minute conversation.Explore the Reset →
Personalised Wardrobe TransitionA deeper 4 or 6-session journey to understand your wardrobe, explore your style and make getting dressed feel clearer.Explore the journey →
FlowSet Live LabA small-group session to discover FlowSet, our wardrobe app, and start exploring your own wardrobe in new ways.Explore the Live Lab →
FlowSet Wardrobe DigitisationDone-for-you practical support to set up your wardrobe in FlowSet.Explore Digitisation →
For Brands, Shops & OrganisationsReal-world wardrobe testing, activations, styling and content, talks, workshops and selected creative collaborations.Explore collaborations →

Designed for real life.

Everyday Flow creates tools, services and experiences that support people in noticing patterns, exploring possibilities and making more intentional choices.

We believe technology should reduce friction, not create more of it.

Products

  • Wardrobe & styling companion

    FlowSet

    A personal wardrobe and styling companion designed to help you make more of the clothes you already own.

    Observe what you actually wear, explore your personal style through what you already own, and make future choices more intentionally.

    Created by Flavia Marfella

    Get FlowSet

    Download on the App StoreGet it on Google Play

    Already using FlowSet? Use the same store buttons above to update to the latest version and get the newest improvements, fixes and features.

    FlowSet in real life

    See FlowSet in real life

    FlowSet founder Flavia is testing the app with her own wardrobe, documenting what she wears, repeats, experiments with and learns along the way.

    Follow the experiment on Instagram

Services

Practical and reflective work around wardrobes, style, behaviour and more intentional choices.

Find the support that fits where you are now

For Individuals

Personalised services

60 minutes · Online

Wardrobe Reset Session

Price895 SEKincluding VAT

Available online in English or Italian.

Notice what’s shifting.
Clarify the direction.
Start experimenting.

Sometimes you don’t need a complete wardrobe transformation. You need to understand what isn’t working and decide where to start.

The Wardrobe Reset Session is a focused 60-minute conversation to explore what is creating friction in your wardrobe right now and what you would like to change.

We can look at your current style, specific clothes or outfits, colour, occasions, a change in your life or simply the feeling that you no longer know what to wear.

Together, we define the need, clarify what you want from your wardrobe and identify a first direction to explore.

You will leave with practical tools, a small experiment to continue on your own and three outfit directions to try.

Depending on your wardrobe and whether you already use FlowSet, the three looks can be explored together during the session or developed as a follow-up from the clothes you already own.

No completed FlowSet wardrobe is required before booking.

If you decide to continue with a Personalised Wardrobe Transition within 14 days, the 895 SEK paid for your Wardrobe Reset Session is credited towards the programme.

Book a Wardrobe Reset Session Available as a gift voucher →

Online or in person · Malmö and surrounding areas

Personalised Wardrobe Transition

When your wardrobe no longer feels like you

Flavia outdoors in a pink blazer over a striped turtleneck, sitting on a wooden bench beside a bicycle.

“I’m tired of my clothes. I don’t know what to wear anymore.”

Everyday Flow client

Sometimes the clothes are not really the problem. Something else has changed.

A new job. Returning to work after having children. A change in your body. A move. A new phase of life. Or simply the feeling that the wardrobe you once knew no longer quite represents you.

Personalised Wardrobe Transition is a personal journey to reconnect what you wear with who you are now and how you want to feel.

Rather than starting with recommendations, we start with observation.

Together, we explore what you wear, repeat, avoid, enjoy and underuse. We look at colour, contrast, silhouettes, proportions, fit, comfort, occasions and the different sides of your personal style.

FlowSet supports the process by helping you create looks, experiment with what you already own and notice patterns over time.

Between sessions, there are small practical exercises informed by positive psychology, reflection and experimentation.

The aim is not to define one fixed style, but to create more clarity, confidence, possibility and joy in getting dressed.

4 sessions · Core Journey

Launch price2,900 SEKincluding VAT

A complete exploration of your wardrobe and personal style direction.

We work with what you already own, explore colour, styling principles, fit, proportions, comfort and the occasions that matter in your real life.

“I keep wearing the same safe outfits.”

FlowSet community

You will experiment with new combinations, notice what feels most like you now and build a clearer direction for what comes next.

Usually completed over approximately 2 to 3 months.

Build your FlowSet wardrobe base yourself, with guidance, at no additional cost.

6 sessions · Full Journey

Launch price4,200 SEKincluding VAT

Everything in the Core Journey, plus Gap Analysis and Intentional Shopping.

Once we understand your wardrobe, we explore what, if anything, is genuinely missing.

If a gap is identified, we can research possibilities, explore second hand and new options, try new directions and use FlowSet’s Before You Buy feature to see how potential additions could integrate with what you already own.

“I want to be more intentional with what I buy.”

FlowSet community

Can intentional shopping still be fun? Absolutely.

Intentional does not have to mean restrictive. It can mean experimenting with more confidence, trying something unexpected and understanding why a new piece deserves a place in your wardrobe.

Build your FlowSet wardrobe base yourself, with guidance, at no additional cost.

A FlowSet wardrobe base is part of the journey

It gives us something real to observe, experiment with and learn from over time.

We work with what you actually own, experiment between sessions and observe how you really use your wardrobe. It also helps us notice patterns, reflect on what is worn, repeated, avoided or underused, and identify genuine gaps where relevant.

Build it yourself

You can create your FlowSet wardrobe base yourself, with guidance from Everyday Flow, at no additional cost.

Prefer not to do the setup yourself?

Done-for-you Wardrobe Digitisation is available in Malmö and surrounding areas for 1,000 SEK when added to a Journey.

Launch bundle price1,000 SEKincluding VAT

This is an optional practical service. Online clients elsewhere build their FlowSet wardrobe base themselves, with guidance.

What you may gain

More clarity in getting dressed

Understand what you enjoy wearing, what feels like you now and what works for the life you actually live.

More confidence to experiment

Explore colour, contrast, silhouettes, proportions and different sides of your style without having to fit into one fixed identity.

More joy, less friction

Create more possibilities from what you already own and make getting dressed feel more enjoyable.

More intentional purchases

Recognise genuine gaps before looking for solutions and test potential additions against your real wardrobe.

More use from what you already own

Use more of what you already have and make future purchases more considered and easier to integrate.

A more thoughtful use of resources

Extending the usefulness of clothes you already own and avoiding unnecessary replacements can also reduce environmental impact.

Start with a free 30-minute video call.

Sessions can take place online or in person in Malmö and surrounding areas. The price is the same for online and in-person sessions.

Sessions are available in English or Italian.

Book a free 30-minute call Available as a gift voucher →

FlowSet support

Need help getting started with FlowSet?

FlowSet is our wardrobe app for observing, exploring and getting more from what you already own.

FlowSet Live Lab

Get started with FlowSet together in a small, social session.

An online FlowSet Live Lab session with a small group of participants on video, hosted by Everyday Flow.

A small-group experience to help you get started with FlowSet, build the foundations of your digital wardrobe and begin noticing how you actually use your clothes. Participants explore their wardrobe and personal style while learning how to use FlowSet.

Available in English or Italian.

Discover upcoming dates

Available in Malmö and surrounding areas, Sweden

FlowSet Wardrobe Digitisation

Prefer someone to get your wardrobe into FlowSet for you? A practical done-for-you way to start with a wardrobe that is ready to explore.

Flavia smiling in front of her open wardrobe

Adding your wardrobe to FlowSet is simple. But if you’d rather not do it yourself, wardrobe digitisation can be done for you.

A practical wardrobe base of around 70 to 80 pieces is added to FlowSet, including a useful mix of tops, bottoms, outerwear, shoes and selected accessories, together with onboarding and your Style Me setup.

The service usually takes around 2 to 3 hours. There is no need to empty your wardrobe beforehand. Once we have agreed what to include, I only need access to the wardrobe area and enough space to photograph the selected pieces.

“It feels like shopping in my own wardrobe. I’d forgotten some of what I already owned.”

FlowSet community

A free first call helps us understand what you need and agree the best setup before booking.

Launch price1,995 SEKincluding VAT

Service available in English or Italian.

Book a free first call

For brands, shops & organisations

Every collaboration starts with a different question.

Everyday Flow works with brands, shops and organisations on real-world wardrobe testing, events, styling and content, talks, workshops and selected creative collaborations.

Available online where relevant, or in person in Malmö, Copenhagen and surrounding areas.

Real Wardrobe Test

What happens when a product enters a real wardrobe?

A selected garment, shoe or accessory is integrated into an existing wardrobe and explored over an agreed period of up to three months across different looks, occasions and real use.

The collaboration can explore

  • wardrobe integration
  • versatility
  • styling possibilities
  • comfort and practicality
  • perceived quality over time
  • rewear potential
  • what makes the piece easy or difficult to integrate

Where relevant, FlowSet can be used to document looks and wardrobe integration.

The collaboration can include selected social content and a short qualitative learning summary.

This is real-world product testing and qualitative learning. It is not intended as formal or representative consumer research.

Scope, duration, number of looks or content outputs and reporting are agreed before the collaboration begins.

Collaboration and reporting available in English or Italian.

From4,900 SEKexcl. VAT + product supplied for testing

Discuss a Real Wardrobe Test

Events, Shops & Brand Activations

For shops, second-hand businesses, brands, pop-ups and organisations looking to create an engaging experience around fashion, style and wardrobes.

Ideal for

  • grand openings
  • anniversaries
  • collection launches
  • customer evenings
  • seasonal events
  • second-hand events
  • pop-ups
  • community activations

Possible formats include

  • live styling
  • FlowSet experiences
  • outfit challenges
  • interactive wardrobe activities
  • talks
  • customer engagement
  • social content created during the event

Designed to create interaction, conversation and fresh ways to experience clothes and style.

Available in Malmö, Copenhagen and surrounding areas.

Activities and facilitation available in English or Italian.

Custom quote

Plan an activation

Shop Style & Content Sprint

A fast, practical styling and content session for second-hand shops, boutiques and fashion retailers.

Using the shop’s existing assortment, create a series of fresh looks that can be photographed or filmed for social media while showing different ways to combine and present pieces already on the rails.

Useful for

  • new arrivals
  • second-hand drops
  • seasonal moments
  • social content
  • events
  • refreshing how an assortment is presented

Available in Malmö, Copenhagen and surrounding areas.

English or Italian where customer interaction is part of the session.

From2,900 SEKexcl. VAT

Discuss a Content Sprint

Keynotes & Workshops

Talks and interactive workshops can be adapted for companies, communities, retail teams and organisations.

These sessions draw on experience across international retail, innovation, cognitive psychology studies, coaching, positive psychology and the ongoing work of building FlowSet and Everyday Flow.

They are shared through practical examples, observations, questions and ideas to explore together.

About Flavia →

Possible themes include

  • The Psychology of Getting Dressed
  • Wardrobe First: what happens after the purchase
  • The Integration Gap: why buying is only the beginning
  • Before Recommendation, Reflection
  • Intentional Consumption Without Guilt
  • Designing for Better Decisions
  • Technology as a Mirror, Not an Authority
  • From Ownership to Use
  • What Building FlowSet Is Teaching Me About Behaviour, Friction and Experimentation
  • Observe Before You Solve
  • From Insight to Experiment

Available online or in person in Malmö, Copenhagen and surrounding areas.

Available in English or Italian.

Keynotes / talks · from6,900 SEKexcl. VAT

Corporate workshops · from9,900 SEKexcl. VAT

Discuss a talk or workshop

Speaking, Podcasts & Panels

Available for podcast conversations, interviews, panels, fireside conversations and selected speaking opportunities.

Relevant topics include

  • wardrobe behaviour
  • personal style
  • intentional consumption
  • fashion and circularity
  • midlife transitions
  • decision friction
  • innovation
  • the experience of building FlowSet

Podcast guest appearances may be editorial and do not require a public price.

Sponsored, branded or commercial speaking collaborations can be quoted separately.

Available in English or Italian.

By invitationcustom quote where relevant

Invite me to a conversation

Over 45 Model & Content Talent

Available for selected fashion, lifestyle and brand projects.

Age 48 · EU size 40/42

Possible projects include

  • social content
  • campaigns
  • lifestyle imagery
  • lookbooks
  • fittings
  • events
  • brand storytelling

Usage rights, paid advertising, travel and extended content usage are quoted separately.

Available primarily in Malmö, Copenhagen and surrounding areas.

From2,500 SEKexcl. VAT

Discuss a project

Have something else in mind?

Not every collaboration needs to fit into a predefined package.

If you are a brand, shop or organisation with a different need, I’m happy to understand what you are trying to create, test or explore and see whether there is a useful way to collaborate.

Let’s talk

B2B prices are shown excluding VAT.

Final pricing depends on scope, deliverables, location and usage rights.

Paid advertising, extended content usage, travel and larger content packages are quoted separately.

Gifts

A thoughtful gift for a new chapter

An Everyday Flow experience can be a beautiful way to mark a new chapter, explore personal style, rediscover what is already in the wardrobe or simply bring more enjoyment into getting dressed.

It can be meaningful for a milestone birthday, Christmas, a new job, returning to work, a move, a lifestyle change or simply for someone who would enjoy some time focused on themselves and their style.

Gift vouchers are available for:

  • Wardrobe Reset Session

    A focused conversation to understand what isn’t working, define a direction and start experimenting.

    60-minute online session · 895 SEK including VAT

    Explore the Wardrobe Reset Session →
  • Personalised Wardrobe Transition · Core Journey

    Four sessions to explore your wardrobe, personal style patterns and a clearer direction for what feels right now.

    4 sessions · Launch price: 2,900 SEK including VAT

    Explore the Core Journey →
  • Personalised Wardrobe Transition · Full Journey

    Six sessions including the Core Journey, Gap Analysis and Intentional Shopping when a genuine need is identified.

    6 sessions · Launch price: 4,200 SEK including VAT

    Explore the Full Journey →

The experience can be valuable both for someone who feels stuck with their wardrobe and for someone who already enjoys fashion and wants to explore their style more deeply.

For recipients in Malmö and surrounding areas, done-for-you Wardrobe Digitisation can later be added to either Journey at the launch bundle price of 1,000 SEK including VAT.

Interested in giving one of these as a gift?

Ask about a gift voucher

How we work

01

Intentional

Products, services and experiences should respond to real needs and reduce unnecessary friction.

02

Human

Technology should adapt to people, not the other way around.

03

Thoughtful

Good experiences come from removing unnecessary complexity.

Ideas

Ideas & explorations

Writing

Notes & questions

Notes, questions and experiments around behaviour, creativity, change, personal style, intentional choices and what helps life flow a little better.

Read on Substack

Podcast

What’s Flowing?

Ideas in motion. Conversations, observations and questions about creativity, change, behaviour and the things we are still figuring out.

Instagram

Follow the experiment

Flavia is using FlowSet herself to explore her wardrobe, repeat more, experiment with personal style and document what she notices along the way.

Follow Flavia on Instagram

About Everyday Flow

Flavia Marfella, founder of Everyday Flow, at home with her dog Molly
Flavia Marfella, with Molly

Where it starts

Everyday Flow grows from the intersection of innovation, creativity, human behaviour, psychology and reflective practices.

It also draws on more than twenty years of international experience in retail, working across different countries, cultures, people and business challenges.

The common thread is curiosity: understanding what creates friction, noticing patterns, experimenting with different possibilities and turning what we learn into something useful.

Everyday Flow is where those perspectives are beginning to meet.

I’m Flavia Marfella, founder of Everyday Flow and creator of FlowSet, based in Malmö, Sweden.

My work sits where wardrobe behaviour, decision making, personal style, intentional consumption and experimentation meet.

I bring more than twenty years of international retail experience, a background in innovation, studies in cognitive psychology, ICF ACC coaching and positive psychology to how I explore the way people relate to what they own, wear and choose.

Everyday Flow is my independent business, developed alongside my main professional role. It is where I test ideas, build tools and create experiences that support reflection, experimentation and more intentional choices.

FlowSet is one of those experiments: a free wardrobe app for noticing what you already own, how you use it and what you may genuinely need next.

More about Flavia Marfella →

Get in touch

Flavia Marfella

Everyday Flow
Malmö, Sweden

hello@everydayflow.life