F.lux, short for Fiat Lux which means let there be light in Latin, is the brand brainchild of fashion entrepreneur Bruna Rocha, who’s on a mission to champion the message of empowerment and inclusivity in the fashion industry.
If opportunity comes from adversity, then Bruna Rocha can lay claim to travelling the journey between the two better than most.
A Brazilian native who moved to Australia in 2016 with just $1,000 in her pocket, she’s managed to combine her work skills, life experiences, and passion to build an athleisure and swimwear business, piece-by-piece, into something she’s profoundly proud of.
“Arriving here with next to nothing was frightening, but then I encountered a series of rejections from so-called sustainable brands for my ideas and had to navigate through some of life’s darker moments, but it taught me resilience and I emerged with a renewed sense of purpose,” Bruna says.
“I founded F.lux to be more than a product. It’s about creating a culture that not only empowers our clients but also uplifts our collaborators and suppliers and embeds sustainability into every layer of our operation.
“I don’t want to just build a brand, I want to build a movement that people will be proud to be a part of, showcasing elements of sustainability, personal resilience, and inclusivity.”
Witnessing Australia’s fast fashion fixation and overflowing landfills, Bruna grew increasingly conscious of various aspects of sustainability, examining her own consumption habits and immersing herself in the world of eco-friendly practices.
Then the pandemic hit in 2022, and like many people, Bruna used her time in isolation to exercise, learn better meal prep, and started designing her own range of athleisure and swimwear that was both sustainable and made to make women feel good about themselves. Starting as a spark of an idea, F.lux evolved initially from a blog into an inclusive movement.
I don’t want to just build a brand, I want to build a movement that people will be proud to be a part of, showcasing elements of sustainability, personal resilience, and inclusivity.
With the global activewear market worth around US $338 billion it’s a competitive space to play in with a number of major labels already well established, but none that can match the lengths Bruna has gone to to provide a real and thoughtful point of difference.
“Sustainability is now the norm, but an important element people look for in the production of their clothing, so you can’t just say you do it and think you’re different,” Bruna says.
“To be truly sustainable you need to extend that ethos to every step in the process, something that’s very hard to do, but we’ve found a way from our design table to the final stitch in every piece we craft.
“Our designs are meticulously made and tested in Brazil and tailored especially for a diverse range of body types, including sizes from XS to 3XL, as a deliberate celebration of the spirit of inclusivity.”
F.lux’s commitment to a positive culture goes far beyond the choice of sustainable materials. For a start it utilises the world’s first biodegradable yarn, Amni Soul Eco, which once discarded into landfill completely decomposes into organic matter within five years, compared with some fabrics which can take decades or longer to break down.
With over 10 years of experience in retail management, branding consultancy, and strategic leadership, she carefully oversees all aspects of the business, from concept to sales and caring for her community.
“I craft the brand identity, design and oversee the manufacture of the products, and look after all marketing and sales to ensure profitability, efficiency, and ultimately client satisfaction,” Bruna says.
“I am passionate about innovative technologies and sustainability, so pioneering the fully sustainable production line was important to me and the brand and something I’m very proud of achieving.
“Ultimately, F.lux is all about creating activewear that screams independence, personality, soul, and light.”
