Founder & Creator
Flavia Marfella
Founder of Everyday Flow · Creator of FlowSet · Malmö, Sweden
I explore the relationship between what we own, what we wear, how we make decisions and how personal style evolves over time.
My work brings together practical experimentation, reflection, innovation and technology, with a focus on noticing more before choosing.
Background
Background and perspective
I bring more than twenty years of international retail experience across several countries, alongside a background in innovation. I studied cognitive psychology at university, hold the ICF ACC coaching credential and have a qualification as a Positive Psychology Practitioner.
Everyday Flow is my independent business, developed alongside my main professional role.
Across different teams, organisations and projects, I have kept returning to similar questions: how people make choices, where habits take hold, what creates friction and how thoughtful tools or experiences can make patterns easier to notice.
Independent umbrella
Everyday Flow
I created Everyday Flow as an umbrella for tools, services, experiments and conversations exploring behaviour, friction and more intentional choices.
Rather than starting with prescribed answers, Everyday Flow creates space to notice before changing, explore before deciding and learn from what actually happens.
Wardrobe app
FlowSet
FlowSet is a free wardrobe app I created through Everyday Flow, designed to support people in observing what they own, creating real outfits and understanding their personal style over time, without shopping as the default response.
It grew from questions I was asking about my own wardrobe: what I actually wore, what I kept repeating, what I avoided, what I thought was missing and what was already there.
FlowSet is currently free to use and available on iOS and Android.
Before recommendation, reflection. FlowSet is designed to work more like a mirror than an authority, giving you another way to see what is already present so you can make choices that feel genuinely yours.
Observational experiment
100 Looks and daily experiments
Alongside developing FlowSet, I explore wardrobe habits through practical, ongoing experiments. 100 Looks is a personal observational experiment in wearing, repeating, styling and reflecting on what is already in my wardrobe.
I use it to notice repetition, what feels like me, what creates new possibilities, perceived versus real wardrobe gaps, what actually gets worn and whether my browsing or buying behaviour changes over time.
It is personal observation, not formal research, and it is not intended to represent anyone else’s experience.
Work & sessions
Services and collaborations
Through Everyday Flow, I work with individuals through wardrobe-focused sessions and journeys, and with brands, shops and organisations through real-world wardrobe testing, activations, workshops, talks and selected creative collaborations.
The work often explores wardrobe behaviour, decision making, retail, innovation and intentional consumption through practical examples, observation, experimentation and open questions.
Writing & listening
Writing and conversations
Reflections, essays and conversations exploring behaviour, intentional choices and ideas in motion:
- Writing on Substack ↗
Essays on wardrobe behaviour, intentional choices and everyday experiments.
What’s Flowing: Ideas in Motion Podcast
Conversations exploring innovation, behaviour and creative work. Available on Apple Podcasts and Spotify.
Location & contact
Get in touch
Based in Malmö, Sweden.
For questions about FlowSet, personal wardrobe sessions, or talks and collaborations:
hello@everydayflow.life