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.
Frequently Asked Questions
Our founder and creative director Kristy Lawrence is the sole designer of our women's collections. Every piece is shaped by her vision – romantic, relaxed, and instinctively feminine with an off-duty sensibility that feels entirely her own.
Our men's line is designed by her husband and our managing director, John Lawrence, whose parallel perspective draws from subtly utility, coastal nostalgia, and understated tailoring. Together, they shape a creative world that feels effortless yet thoughtful, and quietly expressive.
We draw inspiration from natural landscapes, vintage textiles, and the simple rituals of everyday life along the Australian coast. Travel is also key to our creative process, discovering hidden pockets of other worlds and witnessing how people live their own unique lives sparks ideas and colours our work. But above all, our pieces are inspired by how clothing should feel – soft, lived-in, uncomplicated, and quietly luxurious.
Effortlessly feminine, grounded in romance, and rooted in a distinctly Australian sense of ease. Our pieces feel undone but refined – the kind of clothes that become more you over time. Our women’s collections favour feather-light silks, softened cottons, and gauzy knits that feel as good as they look.
FLANNEL Him mirrors this mood, offering softly structured pieces with an artful edge – from sun-faded shirts and utilitarian trousers to refined outerwear and elevated basics that slip easily into everyday life.
Longevity. While we offer new collections throughout the year, our intention is always to design with permanence in mind. FLANNEL pieces are meant to be worn across seasons and across years, collected and reimagined with each wear.
At FLANNEL, every piece carries a certain quiet magic, a rare harmony between elevated luxury and the rhythm of real life. Designed solely by our founder and creative director, Kristy Lawrence, the women’s collection is shaped by her instinctive eye and deeply personal touch.
As a family-run business, we remain intimately involved in every step of the journey, from the first sketch to the moment a piece reaches you, ensuring each creation feels as considered as it is beautiful and genuinely made with love.
We prioritise natural fibres and artisanal techniques, embracing washes and finishes that develop character over time. Our silhouettes are designed to flatter effortlessly, never forced or overstyled. Nothing is overproduced or mass-manufactured; instead, each FLANNEL piece carries an intimate, enduring quality, made to be treasured and worn with ease for years to come. What we make is thoughtful. Made to last. Made to mean something.
Kristy is happiest exploring the world with her family. From this notion, the idea of the FLANNEL Girl was born; a carefree, luxe traveller who reaches for a curated mix of loose-fitting silhouettes, artisanal prints, gauzy knits, romantic silks and lush cashmere.
She dresses by feeling, not formula. She’s curious, confident, and intuitive. She’s romantic but grounded, with a suitcase half-packed and a favourite book she always lends out but never gets back. She knows how to make silk look effortless and cotton feel elevated, and seeks the beauty in simplicity without compromising on comfort or elegance.
The FLANNEL Man is her counterpart: thoughtful, worldly, and quietly assured, always with a good story to tell. Together, they embody a shared way of living – artful, grounded, and always evolving, collecting moments, not just clothes.