Press release: Jardins Florian launches Tote Bags in collaboration with The Good Flock


London, April 20, 2012

Jardins Florian is a Design House, Online Store and Magazine that launched in September 2011. As a modern day Maison, it is dedicated to developing products that are distinguished by high levels of craftsmanship, innovation and design.

After launching a scented candle collaboration with luxury organic spa brand, ila, and customized Rolex watches in collaboration with Bamford Watch Department, Jardins Florian is delighted to announce a stunning tote bag collaboration with U.S. brand The Good Flock.



We wanted to develop a Tote Bag that would serve as a hybrid between a 24-hour and a weekend bag, something versatile and durable.  This was not meant to be a fashion or luxury bag, quite on the contrary, we wanted our customers to feel confident that they could take it anywhere, anytime while being stylish.

When we started working on this new product, we looked for a brand partner that would be passionate about functional, durable and sleek bags designed with real people in mind. We wanted to please many different lifestyles and profiles, whether an architect, a young mother, a bon vivant bringing champagne bottles to a dinner, a business woman who wants to look chic and cool or an athlete that happens to have a day job. That was clearly an ambitious brief and finding the right production partner was accordingly an ambitious mission.

We discovered a brave and fun Oregon-based company called The Good Flock and we knew that they would be able to translate our brief into a stunning product. We started to work hand-in-hand using their Tokyo tote bag as a design base and trying to keep things simple. As an example we did not want to use any hardware or zip so that the bag would be made of only two materials, both bio-degradable. The design battle to find how to close the bag in an original and functional manner led us to months of prototyping and eventually to the beautiful leather flap one can see on the final model. We also added leather protection at its bottom to make it more durable.

Our Tote Bag fits everything you need, and more. This bag is discrete, practical, handy, hard-wearing and versatile. Like everything we do, it is a product we intend to constantly refine and you will see the design evolve over time. For now we have tested this bag day in day out and we love it, so do our first customers.

While we designed this first bag with fairly masculine, almost military, materials and colours, it is intended to be unisex.

Florian Gonzalez, founder comments: “The Good Flock is an inspiring company and their design ethos is so consistent with ours that, during our prototyping, they always understood our demanding requests and made smart suggestions taking into account both style and sustainability. We want to thank Marco, The Good Flock’s founder, for his patience, passion and commitment in developing this exclusive bag for Jardins Florian.


The Good Flock is a Portland (Oregon, USA) company which designs a wide range of products from iphone cases to bags and wallets. Their business model revolves around three components: Use wholesome materials found in nature, produce locally and minimize waste.

The Good Flock’s products can be buried in your backyard. They're made of wholesome things that won't hurt the earth or trees or worms, even the mean ones. They get their resources from living trees, plants, animals or ecosystems that have been grown or raised responsibly and have the ability to regenerate themselves. They work with a conscience and rely on the talents of real craftspeople (artists who use their own two hands) to create better things. The Good Flock designs with minimal waste. By designing with the world around us in mind, they use only what they need. This keeps more of the earth, trees and animals alive.

Marco Murillo, founder comments: “It was a challenging brief, but our collaboration resulted in a functional and beautiful bag.


Some of Jardins Florian’s core values are collaboration, humanity, poetry, surprise, humour and sustainability. Jardins Florian appeals to enlightened, discerning and refined customers, who seek to combine the art of living well with the pleasure of being more responsible.

Jardins Florian looks forward to working and playing with future brand partners, craftsmen and women, contributors and, very importantly, with friends and customers. These gardens are infinite and evergreen, they are conceived as a space of surprise, sharing and discovery.

Its essence goes way beyond commerce or products. As a modern day Maison, it aspires to serve creativity and humanity, with a true art de vivre and dolce vita spirit. While learning from all cultures and drawing from universal values, the roots of Jardins Florian are quintessentially French and Italian in terms of style and refinement.



Handmade / U.S. made: Handcrafted in the USA using domestic waxed canvas and hand burnished vegetable tanned leather.

Functionality: The Seth Tote Bag has four internal pockets, four external pockets and one large chamber.

It can be worn comfortably over the shoulder or in the hand, and It fits everything you need.

Durability: It has a leather flap to close the bag and protect it both from light rains or pick-pockets, and it has also leather protection at its bottom to make it more durable.

Measures: Approximately 14x16x4in / 35.5x41x10CM

Limited Edition: The first batch has been limited to only 25 pieces.

Price: £300 including shipping fees worldwide.

(€ 385 / $ 468 - approximate conversion as of 20.07.12)



This bag is dedicated to Seth Godin, an infinite source of business inspiration,

and to our dear Milan friends Paola L. & family.


 - ENDS -

For further information and photography please contact:

Jardins Florian:

The Good Flock: 


The Seth Tote Bag comes in two different styles:


1. Natural Vegetable Tanned Leather Navy Blue Waxed Canvas                   

2. Black Vegetable Tanned Leather & Black Waxed Canvas



Back of the bag

Bottom of the bag

Back of the bag

Bottom of the bag