Meet Sisse Laigaard, founder and creative director of Flöss

Known for its playful prints, thoughtful details, and Scandinavian sense of ease, Flöss creates childrenswear designed for everyday childhood moments. Founded by Sisse Laigaard, the Danish brand blends nostalgia and functionality in a way that feels both elevated and effortless. We spoke with Sisse about motherhood, creativity, Copenhagen inspiration, and what’s inspiring the world of Flöss lately.

1. What was the vision behind Flöss when you first launched, and how has the brand evolved since those early days?

When I launched Flöss, the vision was to create children’s clothing that felt timeless and emotionally connected to childhood. I wanted to create pieces parents genuinely loved dressing their children in.

Over time, Flöss has evolved into a more complete universe, where every collection tells a story through texture, color, and details. We’ve grown a lot internationally, but the core idea remains the same: creating beautiful everyday pieces that feel both nostalgic and modern. I’ve always been drawn to contrasts, nostalgic references mixed with something more modern, playful silhouettes paired with refined details.

Flöss is very aesthetic-driven, but it should never feel rigid or overly polished. I’m interested in clothes that work beautifully in real life, pieces that feel effortless, emotional, and easy to live in.

2. How has motherhood influenced the way you design and run your business?

Motherhood taught me how to trust my instincts, move faster, and focus on what actually creates value instead of trying to do everything perfectly.

I think becoming a mother also changed my relationship with ambition. I’m still incredibly driven, but I’ve become much more intentional about how I spend my energy and time. Building a brand while raising children forces you to create your own version of balance, and honestly, I think that balance has made Flöss even stronger.

Creatively, it gave me a more emotional perspective on childhood. I design with real life in mind: pieces that feel elevated yet effortless, clothes that can move between chaos, family dinners, travel, playgrounds, and special moments without ever feeling overstyled.

3. What does the creative process behind a collection typically look like for you? How do you balance creating pieces that feel beautiful while still being functional for everyday childhood moments?

The process usually starts with a mood, a character, or a feeling I can’t stop thinking about. I’m inspired by fashion, interiors, old editorials, films, and music, not necessarily childrenswear. I love building a collection almost like creating the atmosphere around a story.

From there, we work a lot with contrasts. Something refined mixed with something relaxed. A classic silhouette in an unexpected fabric. Pieces that feel effortless but still have personality.

For me, functionality is less about “practical clothing” and more about ease. Children should be able to move freely, layer pieces naturally, and wear them in their own way. I never want the clothes to feel too styled or too precious. The best pieces are the ones that still look beautiful after a full day of real life.

4. For someone visiting Copenhagen for the first time, where would you send them for inspiration? What are your favorite places to shop in person?

Copenhagen is such an inspiring city because it feels both creative and calm at the same time. I always recommend simply walking through smaller neighborhoods like Vesterbro, Frederiksberg, or Christianshavn and stopping wherever something catches your eye.

For inspiration, I love visiting cafés, galleries, small interior shops, and parks, especially places that mix old and new in a very effortless way.

Some favorite places to shop are:

Atelier September for coffee and atmosphere
Stoy or Another Nué for fashion inspiration
Damernes Magasin for the atmosphere and beautiful curation
Beau Marché or Hvorn u m for interiors and beautiful objects

And honestly, one of the best things to do in Copenhagen is simply biking around the neighborhoods.

5. What are some of your favorite Flöss pieces on Danrie at the moment?

I love our signature checks with embroidery. They’ve become some of the most recognizable parts of the Flöss universe. I introduced the first red checked styles with the tiny strawberry embroidery in the early days, and they immediately created this emotional connection people kept coming back for.

There’s something very special about those pieces. They feel nostalgic and playful, yet still elevated in a way that makes them stand out. The embroidery adds this subtle charm and personality that feels very Flöss, understated but memorable.

Every season, we reinterpret them in new colors, embroideries, and silhouettes, but they always carry that same signature feeling people instantly recognize as Flöss.

6. Without giving away too much, what can we expect from the world of Flöss this coming fall?

This fall will feel very warm, tactile, and nostalgic. We’re exploring richer textures, deeper tones, and silhouettes that feel cozy yet refined.

There’s also a stronger focus on outerwear, layering, and pieces that create a feeling rather than just an outfit. We want getting dressed to feel inspiring, easy, and slightly unexpected at the same time.