Sustainable Luxury: The Story Behind FLANNEL’s Ethically Crafted Collections
Luxury, in our eyes, should honour both beauty and responsibility. At FLANNEL, sustainability is not a campaign; it's a quiet, continual commitment woven into everything we do. From the fabrics we choose to the artisans we partner with, our values are reflected in every step of the process.
Guided by a deep respect for nature and craftsmanship, our approach to sustainable luxury is thoughtful and enduring. It's an extension of how we live, create, and connect.
Discover more about our ethically crafted collections—a story of considered design, mindful production, and genuine care for people and the planet.
Pictured: Forrest Cashmere Jumpsuit & Camie Slide
Inspired by Place
Our commitment to sustainability begins with our founder and Creative Director, Kristy. Born and raised on the pristine shores of Perth (Boorloo), Kristy grew up walking along snow-white sands and swimming in crystal-clear waters. This deep connection to nature shaped her vision for FLANNEL: a brand that honours the beauty of its environment and creates without compromise.
The Western Australian landscape—raw, relaxed, and quietly magnificent—is in our DNA. We draw inspiration from its muted colour palettes, its soft breezes, and its unpretentious ease. We craft clothing that fits seamlessly into this world and pays tribute to the land we love.
Crafted with Purpose
We believe in making things well. Each FLANNEL piece is thoughtfully crafted to hold their beauty beyond the moment. Our silhouettes are timeless, our fabrics are refined and artisanal, and our commitment to quality is unwavering. When cared for with love, these pieces will remain enduring treasures in your wardrobe for years to come.
We partner with family-owned and community-minded production houses around the world, many of whom we have built long-standing relationships with. These are artisans with skills passed down through generations, who pour their expertise and heart into every garment they create.
An example of this is our Lara accessories, designed by Kristy and John while visiting their production house in Portugal. They worked side by side with Derma Leather, selecting materials and refining each detail until the pieces felt just right. The same makers also crafted our Vermont Belt for men, combing traditional leatherwork with modern elegance. These relationships aren't just about business—they're about shared values, mutual respect, and a love for craft.
Responsible Materials
Every fabric we choose is intention. We work predominantly with natural fibres such as silk, cotton, wool, and linen, chosen for their breathability, softness, and lower environmental impact. Our silk is fluid and light, our cotton organic where possible, and our linen sources from reputable mills.
Our garments are not mass produces. Small-batch production ensures the highest level of craftsmanship while reducing waste and overstock. We design with longevity in mind, encouraging mindful consumption and a deeper connection to the pieces you wear.
Minimising Our Footprint
Sustainability goes beyond fabric choices. We assess and address every state of our supply chain to minimise our environmental footprint. We have made a conscious effort to reduce emissions associated with transport and packaging, and we continue to explore low-impact dyes and water-saving technologies.
We measure and offset our carbon footprint as part of our long-term sustainability goals. Our team is dedicated to reducing the impact of our operations and encouraging accountability across the industry.
Pictured: Tiana Kitten Heel
Celebrating Artisananship & Collaboration
In addition to our in-house collections, we collaborate with like-minded makers who share our values. These carefully selected brands are often family-run and dedicated to community and craft.
- Gabbi Kelly Jewellery: Each piece is meticulously handcrafted by Gabbi herself, a cherished friend of the FLANNEL family. Celebrated for her distinct artistry, Gabbi's creations bring a spirited touch of colour and individuality to the everyday. Find out more about Jewellery by Gabbi Kelly here.
- The Jacksons' Bags: Based in London, The Jacksons work with female artisans in Bangladesh to create joyful, handwoven jute bags. Rooted in sustainability and tradition, their mission is to empower women through fair wages while preserving and passing down age-old techniques from one generation to the next. Every bag tells a story of collaboration and empowerment. You can find our more about the The Jacksons' Bags here.
- Bilum & Bilas: Working with artisans in Papua New Guinea, Bilum & Bilas honours traditional weaving techniques while supporting cultural preservation and economic independence. Their bilum bags and jewellery are one-of-a-kind pieces that speak to heritage and heart. You can find our more about Bilum & Bilas here.
- Samatha Robinson Porcelain: Samantha creates delicate, functional porcelain by hand. Her small-batch ceramics are uniquely designed, made with care, and treasured for their beauty and individuality. You can find our more about Samantha Robinson here.
These partnerships extend our impact, connecting us to global communities are reminding us that sustainability is as much about people as it is about the planet.
A Transparent, Thoughtful Supply Chain
We maintain close relationships with every step of our supply chain, ensuring integrity and ethical practice from state to finish. Our pieces are brought to life in small-scale, family-run production houses where artisans are values, respected, and supported in their craft. Many of them operate in the same communities where they live, and their work supports local economies and traditions.
Transparency is fundamental to our philosophy. We take pride in openly sharing where and hour our garments are made—not only because our customers deserve to know, but because we deeply honour the skilled hands behind every piece. When you purchase a FLANNEL piece, you're not just investing in clothing, you're investing in a more thoughtful and responsible way of living.
Our Vision for the Future
Sustainability is not a destination—it's an ongoing journey. We are constantly learning, refining, and improving our practices to ensure we leave the lightest possible footprint.
This means continuing to innovate with fabrics and techniques, deepening our relationships with ethical partners, and expanding our efforts to support regenerative practices. We are committed to listening, adapting, and holding ourselves accountable as the world evolves.
More than Fashion
At FLANNEL, we believe luxury should never be wasteful. It should be intentional, meaningful, and kind. Our collections, both HER and HIM, are designed to reflect this ethos—pieces that are as beautiful as they are responsible, made to be worn, loved, and passed on.
Sustainability isn't something we do. It's something we live. From the beaches of Western Australia to the studios of California and beyond, every FLANNEL pieces carries with it a story of care, creativity, and conscience.
Thank you for walking this journey with us. Together, we can create a future where fashion honours both the earth and the hands that shape it.
Pictured: Lexi Faux Fur Jacket
