FLATIRON is proudly designed and made in Australia by Melbourne sisters Penny Duggan and Sam Scally. Offering a completely hands-on design and styling approach, together the sisters have built this brand alongside the needs of their customer, resulting in an increasingly renowned range of multi-seasonal separates.

The clean, classic lines that Penny loves work perfectly back with the unique, short-run fabrics and textures Sam specialises in. With these strengths in mind, the girls do not put a pencil to paper at the beginning of the process without the other there. The sister’s dual style sensibilities then form one fixed vision, which is to deliver strong, contemporary high-quality fashion that the FLATIRON client demands and deserves.

The hero of FLATIRON is the details, the ‘get-stopped-on-the-street’ differences. FLATIRON does not run with the rest of the fashion pack. Penny and Sam’s customers are constantly relaying stories of being complimented on their pieces. This humble, increasingly growing word-of-mouth message is reflective of the girl’s intent to keep the range genuine, subtle, and yet outstanding.

As interest grows nationally, Penny and Sam have introduced national Styling Sessions, taking their range to their clients personally. As of June, this reach will broaden as FLATIRON goes online, complete with styling tips and educational fashion advice throughout the online shopping experience.

FLATIRON started from one summer dress Sam designed for her own wardrobe. ”I walked into a boutique wearing this piece one day and the owner asked to see the rest of the range.” Already running a successful interior styling business with Penny, the creative sisters decided to collaborate on a few more pieces they would love to personally own, and showcased them in salon-style sessions to peers and friends.

“The reaction could not be ignored and we knew we had hit a hole in the market,” Penny adds.
Six years on the range still demands this attention due to the girls staying true to their personal style. This is something the sisters know that their loyal clientele have now grown to trust.
“Each piece must work with the others – from seasons past also – so that the brand continues to evolve as an essential, one-stop answer for any modern, contemporary woman.”

“At the core of our brand is our service,” Sam adds. We don’t want you to buy off the rack. We strive to show you how each style can be worn when it gets home so you can treasure it, wear it with several combinations and enjoy it for years to come”, says Sam.

FLATIRON is an ethically and locally made label. The girls are conscious of maintaining its exclusivity, so rather than manufacturing massive units of each style four times a year, they keep runs small and multi-seasonal anchored with twice yearly signature seasonal ranges.

Style takes time and consideration, which is what the girls throw at the label with abundance. “We don’t do fast fashion, or disposable pieces” Sam insists. FLATIRON is built on quality, versatility and timelessness, Penny adds. “ In an industry full of white noise and fast fashion, FLATIRON provides timeless luxury and quality.”

The FLATIRON Label will be available online from June 2018. FLATIRON Main Features:
• Australian designed and made
• Loyal following that has shaped the brand season to season.
• This is not just a label, but also a styling service that has taken on a trusted aesthetic so
that pieces work with each other throughout all seasons.
• Style takes time. FLATIRON is proudly the antithesis of fast fashion. Longevity and
versatility remains key.
• Two sisters, varying aesthetics, combining to create a truly evolved and unique range.
• Accessories designed specifically to work back with every garment in the store.
• Growing interstate following
• Ethically made and designed and manufactured in Melbourne using only highest quality
fabrics used

FLATIRON is stocked exclusively at FLATIRON Store, 72 Willsmere Road, Kew VIC 3101 and online.

Opening Hours:
Monday – Friday 9:30am – 5pm Saturday 10am – 5pm
Website: https://theflatironlabel.com.au/ Instagram: @theflatironlabel

Source: Flat Iron