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ETHOS

OUR VISION

FLANNEL was born from a love of quiet luxury. Of pieces that speak softly but leave an impression. We believe in dressing that's intuitive, tactile, and quietly expressive.  

We draw from our Australian roots, a life shaped by sun, salt, and simplicity. Our collections are defined by natural fibres, softened palettes, and subtle, lived-in romance. There’s always a hint of surprise – a hand-beaded trim, a neon button stitch, or a print borrowed from an antique scarf. A little off-beat, always effortless.   

Each women’s collection is designed in full by our founder and creative director, Kristy Lawrence. Every silhouette, every finish, every thread is guided by her eye – romantic, relaxed, and deeply personal. This connection is the heartbeat of FLANNEL. 

We don’t chase trends. We believe in designing slowly, intuitively, with longevity in mind. Every piece should outlast a season and live many lives, softening with age and memory. We love that our customers collect and treasure our pieces, often wearing old FLANNEL with new. Whether it’s a sun-faded cotton shirt, a silk dress with lived-in charm, or a softly tailored jacket that goes with everything and nothing at once, our garments are made to be worn your way.

Across all our collections, there’s a shared spirit of ease, texture and quiet confidence. We create for individuals who prefer collecting to consuming. People who get dressed with feeling, not formulas. Who care more about how something moves than how it’s meant to be worn.

Our vision? Clothing that makes you feel something. Pieces that become part of your story.

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