
Flannel at 20: The Australian Label Heads to London
Hollywood has already taken notice, with Katie Holmes, Harrison Ford and Jennifer Lawrence among its fans and”Shrinking” giving the homegrown label a supporting role.
Flannel has never been the loudest name in Australian fashion, but over the past 20 years it has become one of the better travelled. The family-run label has made its way from home to California and, come late October, will add London to the itinerary.
Founded in 2006 by sisters Kristy Lawrence and Brooke Lawrence, the independently owned label now has 16 boutiques across Australia, four in Los Angeles and one in San Francisco. London follows in late October, around the time Flannel marks its 20th anniversary.
It is a considerable footprint for a family business that has largely eschewed fashion’s appetite for spectacle. Today, Kristy runs the company alongside her husband and CFO, John Lawrence, with siblings, cousins, in-laws and the next generation all having played roles over the years.
The clothes are similarly unshowy. Womenswear leans towards a polished take on bohemia, with vintage references, relaxed silhouettes and plenty of natural texture; menswear is more utilitarian, built around straightforward shirts, trousers, knitwear and outerwear. Footwear and accessories round out the offering.
Much of the brand’s point of view comes from the Lawrences’ travels. Portugal, Copenhagen and Marrakech are among their current preoccupations, with local craft, textiles and artisans inspiring the several collections produced each year.
That approach has found an audience well beyond home. Katie Holmes, Jennifer Lawrence, Kylie Minogue, Andrew Garfield, Jake Gyllenhaal and Harrison Ford have all worn the label, giving Flannel an enviable degree of Hollywood visibility.
The Los Angeles connection extends beyond celebrity sightings. Costume designer Allyson B. Fanger has used Flannel in the latest season of Apple TV’s Shrinking, whose wardrobe negotiates that particularly Californian territory between affluence and informality.
“Flannel is perfect for my characters on Shrinking (Apple TV) because each piece feels so unique and inspired,” Fanger says. “I’m always looking for brands with a little something special to help tell the stories of my characters and Flannel achieves that because each design already feels like it has a backstory. I’m constantly intrigued.”
Fanger may be onto something about clothes with a backstory. After 20 years, Flannel has accumulated a pretty good one of its own—and its next chapter is looking promising.
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