FLANNEL is an Australian lifestyle brand that create's contemporary keepsakes – garments inspired by the romance of the past and reimagined for the modern world.
Each collection is made to move effortlessly between moments: travel, create, work, play. It is silks that whisper against the skin, tailoring softened by wash, tactile knitwear and artful touches woven with generations of expertise. It is clothing that embodies the off-duty artisan’s suitcase: comfortable, effortless, a little tousled yet innately refined.
Welcome to our world, where style is intuitive and uncomplicated, materials are considered, and those silhouettes that you love and reach for everyday end up becoming a pivotal character in your story.
HERITAGE & HEART
WHERE IT BEGAN
Founded in 2006 by sisters Kristy Lawrence and Brooke Anderson, FLANNEL was born from a simple idea: that comfort shouldn’t be compromised for beauty and elevation. The drive to turn this idea into a brand was motivated by the sisters’ want to build a life that allowed them to travel and raise their children alongside each other. What started as a small capsule collection of elegant loungewear – including our signature silk slips, frill shorts, and gauzy knitwear – soon grew into something far greater than Kristy and Brooke could have ever dreamed.
People were instantly drawn to the effortless elegance that defines the FLANNEL lifestyle. Our community fell in love with the idea that pieces could feel as luxe as they appear, and look as natural barefoot by the ocean as they do at a candlelit table in the city with just a few changes in accessories.
As FLANNEL grew, the family circle widened. Kristy, as Creative Director, leads with a unique instinct and artistry completely intuitive to her. John, her husband, brought a steady hand and lasting growth with his business mind. Anna, John’s sister, grounds the brand with her gift for organisation and operational clarity. And Brooke, ever the warmth of FLANNEL, remains the people’s person, nurturing the authenticity that defines every touchpoint.
Together, they have shaped a family-led label that has evolved from its humble beginnings into an international brand recognised for its romantic, refined, and ever-so-slightly undone aesthetic.
FLANNEL is grounded in this close-knit connection: to our makers, to our FLANNEL team, to our clients, and to each other. Every collection, every detail, every decision is guided by the same hands. We stay close by design, so everything is made with purpose and handled with precision. In a world of fast and fleeting, we choose care, closeness, and craft.
MEET KRISTY
THE CREATIVE DIRECTOR
Kristy Lawrence has always found beauty in simplicity. Her creative lens is shaped by the freedom of travel, and an enduring love of refined textures and undone elegance. She is the sole designer of FLANNEL’s women’s collections, sketching every silhouette, overseeing every fit, and finishing every collection with her signature blend of romance and off-duty ease.
She chooses fabrics that feel soft against the skin, silhouettes that move with the body, palettes inspired by her travels and an overall elevated ease inspired by her upbringing on Australia’s west coast. Above all, she is devoted to creating timeless designs that you will reach for for many years to come.
When she’s not designing, she’s exploring the world with her family – a spirit that lives in the idea of the FLANNEL Girl: a softly rebellious wanderer who dresses with ease and intention.
KRISTY'S AWARDS & RECOGNITION
WA Designer of the Year, Issued by WA Fashion Awards 2003
V Australia New Generation Rockstar Scholarship Award, Issued by Virgin Australia Fashion Week 2009
Recipient of the WA-Hyogo Banshu Textile Award, a project that took Kristy to a world-class Japanese mill to produce original fabric 2011
WA Designer of the Year, Issued by WA Fashion Awards 2011 — Finalist
WA Most Innovative Designer, Issued by WA Fashion Awards 2012 — Finalist
WA People’s Choice, Issued by WA Fashion Awards 2014 — Finalist
A LIFESTYLE BEYOND CLOTHING
THE WORLD OF FLANNEL
Every FLANNEL piece is made to be lived in – to travel, to work, to create, to play – embodying the off-duty elegance of the travelling artisan’s suitcase: comfortable, effortless, yet innately refined. FLANNEL celebrates the importance of clothes fitting into your lifestyle, and this extends to each element of our brand.
Our stores and collections feel like extensions of home: warm, intimate, and filled with stories of craftsmanship. Each space is a blank canvas filled with antique furniture found in markets from around the world, tactile finishings from velvet curtains to raw-edged tiles, raffia trims and fresh greenery.
We fill each space with our signature scent, a unique blend of bergamot, ginger, eucalyptus, cardamom, and cedarwood, further connecting those who visit our stores to the FLANNEL world. It draws on our Australian roots and the greenery in our stores, echoes notes of playful femininity in the citrus and spices, while the deeper earthy notes mirror the vintage furnishings as well as the more masculine streetwear influences throughout the collections.
Whether you find us in Perth, Melbourne, Los Angeles or San Francisco, you’ll always step into a space that feels familiar; where beauty, warmth and ease coexist.
OUR MUSE
THE FLANNEL GIRL
She dresses with intuition, not instruction.
She’s curious. Confident. Not fussed with what’s ‘in fashion’.
The FLANNEL Girl might wear a slip dress to breakfast and a vintage tee to dinner. She tucks silk into denim, layers men’s jackets over cashmere, and can never have too many printed scarves. She mixes heirloom jewellery with hand-stitched knitwear and embroidered cottons. She's forever dreaming of or planning her next sun-kissed escape.
She’s not chasing trends or saving her special pieces for the 'right' occasion. She knows that indulgence shouldn’t need a reason.
She’s collecting pieces that feel like her; pieces that gather meaning over time, becoming part of her story.
HER COMPLEMENT, NOT HER COPY
FLANNEL HIM
FLANNEL’s menswear collection is designed by John Lawrence, husband to Kristy and our Managing Director. John designs with ease in mind, focussing on timeless shirting, a sun-washed chino, and the perfect everyday knit, always grounding each silhouette in form and utility. He strikes a balance between classic men’s silhouettes, refined streetwear, artisanal prints and eclectic finishes to create an elevated wardrobe for the modern man.
Each season, FLANNEL Him complements the women’s collection without mirroring it completely. It’s simply a parallel wardrobe with shared values: craftsmanship, wearability, and pieces that feel timeless.
CRAFT & SUSTAINABILITY
OUR ETHOS
Our garments are brought to life by a global family of artisans — boutique ateliers across Italy, India, Indonesia, China, Portugal, and the USA — many of whom we’ve worked with since our earliest collections. Most of our partnerships started over coffee and a shared love for creating, one that can be felt in every seam, every tassel, every detail. Each connection is built on mutual respect, slow methods, and generations of skill.
And just as every piece is crafted with care, it’s also designed with sustainability in mind. We favour small-batch production and low impact methods wherever we can, from recycled fibres and natural dyes to sea freight shipping and repurposing offcuts into future treasures. We’re committed to reducing impact at every level.