Founded by Flora Rabitti in 2021 with the aim of supporting Italian sartorial and textile traditions, designing clothes with minimal climate impact and positive influence, inventing narratives that represent a genderless and 'idealist' niche.
The brand's values range from regenerative design, the enhancement of existing materials, and the exploration of innovative fibers, creating innovation and transformation in Made in Italy.
The keywords of Florania are: G-LOCAL, since we work in the territory to achieve global resonance, GENDERLESS, since we believe in creating clothes without a gender meaning, and SOLAR PUNK, since we approach punk for the violation of the rules but we keep the 'Solar' for optimism towards the future of human and technological resources.

Florania is the beneficiary of the 'Design for Change' award from CNMI Fashion Trust and Max&co in 2023: We present our genderless collections in the official calendar of Milan Fashion Week from September 2023. Florania also participated in Tokyo Fashion Week (2024), New York (2022), as guest designer of the 'Sakura Collection Japan' association, Brussels (2024), for the New European Bauhaus festival organized by the European Union, Zanzibar (2021), as guest designer at the Swahili Fashion Week, invited by the Embassy Italian.
In October 2024, the 100% sustainable capsule collection 'Florania for Max&co' and the third Udinese Calcio kit, also totally sustainable, designed by Florania, will be released worldwide in Max&co stores.