Isabella had for some time been wondering why there were simply no delicately designed indoor shoes available on the market. Wherever she looked, all she could find were bulky woollen slippers, each pair more clumsy and unappealing than the next. So in March of 2013, Isabella wrote a post on her blog, in which she called on her readers to submit their ideas for a stylish and feminine indoor shoe. Isabella said she would invest in the best idea submitted. Hanna, a reader of Isabella’s blog, had for several years dreamed of designing and selling the perfect ballerina shoe. So when she read Isabella's post, it seemed like fate. She immediately sent across her concept, along with some sketches, and in just a few hours, she received a reply from Isabella asking if they could arrange an appointment. During their first meeting, they clicked instantly. It turned out that they had very similar ideas for the shoe’s design, and they both shared the same vision - to offer a chic and classy alternative to the frumpy designs that were dominating the market. That very day, they decided to realize this vision, and that was the beginning of Flattered. Before long, Gustav and Pingis got on board as well, to contribute their unique forms of experitse to the development of the idea.