Flaxen, a much loved local boutique clothing brand, has returned. Jacqui from the Local Rag chats to owners Penny and Mistral about the new Flaxen and their exciting plans for the business moving forward.
Why did you decide to bring Flaxen back to life?
It just felt like it was the right timing for us both. We had kept all our patterns and stuff together knowing there would be a time where we both had the space to start creating again.
What is the story behind the original Flaxen?
We modelled together overseas in the 80’s and formed a great friendship. Around 2006 we decided to collaborate our skills in fashion and created the Flaxen label.
We first had a studio shop in Muriwai then Raglan and did many clothing parties throughout the North Island which was fun.
How would you describe Flaxen clothing?
Flaxen is minimalist style with a casual look and feel. We also use remarkable and interesting prints creating refreshing looks. We prioritise natural fabrics for our garments and have versatile designs that can be worn in different ways. As a coastal New Zealand label, it reflects our lifestyles for indoor and outdoor wear.
What did you learn that you will carry through to new Flaxen designs?
We have learnt that clothing you can move freely in, feel comfortable in and look beautiful often have an adjustable element.
Tell us about the process involved this time to put garments on the racks?
We look at the seasons and fashion influences going forward and adjust our styles to suit, and we make up our own rules as well haha.
The process is the same, we discuss and develop our designs, select and find our fabrics then cut them, and our sewists then sew them up ready for the racks.
This time around with more experience behind us and a good skilled team of pattern makers and sewists we are enjoying the work.
How will you sell and market the ranges?
We will continue with our clothing parties and sell wholesale to some selected stores. We are getting organised to sell online as well. We may do some popup shops occasionally but not a permanent shop.
How do people find out more?
Our fb page is Flaxen clothing Made in NZ; if you want more information about our clothing parties it’s on our fb page.
IG: @flaxen_nz
