Irene Smit and Astrid van der Hulst are the cofounders and creative directors of Flow magazine, a popular international publication packed with paper goodies and beautiful illustrations that celebrates creativity, imperfection, and life's little pleasures. They both live outside Amsterdam. Astrid van der Hulst is the cofounder and creative director of Flow magazine, a popular international publication packed with paper goodies and beautiful illustrations that celebrates creativity, imperfection, and life's little pleasures. She lives outside Amsterdam.