When I stepped into the Flannel boutique on Angelo Street I was simply trying my luck hoping to see Kristy Lawrence before the Styleaid Parade this Friday. As luck would have it, Brook, Kristy's sister was happy to call her up to just announce that I'll be popping in for a wee interview at her house. Talk about a last minute arrangement! What takes a PR company days to get back to me (I'm still patiently waiting for other designer interviews) only took me 5 minutes to organise it. Why didn't I think of that before?

Kristy's home - true Flannel style
When I arrived at Kristy's home, winter sun was pouring warm light into the gorgeous open space. All doors and windows were open and it felt like we were at a resort in the Pacific.
The aim of this last minute arrangement was to see what she was showcasing at styleaid 2009 but I got more than I bargained for. This is how I got to interview Kristy Lawrence, winner of the New Generation Designer award at Rosemount Australia Fashion Week Summer 2009.
SD: Thank you for seeing me at such a short notice. I hear that you're going to LA right after StyleAid. Boy, I'm so lucky to catch you today.
Kristy Lawrence: (smile) Yes, I'm flying to LA then onto New York to look at who can represent Flannel and looking at PR and Marketing in the US. In the UK, Harvey Nichols and Harrods will be stocking Flannel.
SD: That came about after the New Generation Designer Award? It must have been a crazy time for you and your team.
Kristy Lawrence: It's been crazy. The thing is that no one knew there was going to be even an award. It wasn't until the very end.. Half way on the catwalk the organiser said to me 'Are you ready for the surprise of your life time?' It was announced just at the end with a group of media.
The last I remember at the time was 'Are you ready for the ride to begin?'. It's been a quite a ride since then. Flannel has been going strong but after the fashion week (the award) the wholesale increased by 800% which is incredible considering the economic situation.
SD: Let's take a step back a little. How did it all come about? What is Flannel?
Kristy Lawrence: I started Empire Rose 13 - 14 years ago.
SD: (Gasp) Really, I did NOT know that. OMG.
Kristy Lawrence: I didn't feel the need to leverage that. I decided to do what I believe in, the way we should dress with Australian life style -mix of luxury elegance and casual feel. I sold Empire Rose a few years ago to a business partner and started Flannel as a life style label two and half years ago but kept my design influence at Empire Rose by doing a leisure wear range. Until recently, we've been selling Flannel to life style store (not to fashion stores). It never was just about fashion. It has been about Australian life style.
SD: What happened then?
Kristy Lawrence: It was the grant that we were given to participate in the fashion week (Rosemount Australian Fashion Week in May 2009). I didn't think much of it then. I thought to myself, 'Okay, I'll do this fashion week'. I had a clear direction as to where I wanted to go and what I wanted to do with Flannel. After the fashion week however, Flannel is propelling into a new phase.
SD: Do you pinch yourself now?
Kristy Lawrence: I don't even have time to pinch myself. I'm very excited and grateful but I'm still looking at a bigger picture and the direction of Flannel. That said, I still want to sit down and design. Keep the concept true to the original idea of Flannel. The good thing is that while we are going international it's not just 'work' for me. It's a bit more like hobby. With three small children it's difficult to manage if it was just about 'work'.
SD: You say it's not just work but how do you manage all that and raise small children?
Kristy Lawrence: I have a fantastic team in house. My husband takes care of the business side and I manage the creative side. Of course, I have sisters managing sales, distribution and I have a great production manager. Not only we have a great team but also we have great people working for us with good processes in order to grow the business behind the scenes.
SD: What do you think is the attraction of Flannel then?
Kristy Lawrence: In the begining, the hardest thing was getting my staff and people to understand what Flannel was about. It's that fine line between what you wear to bed and what you wear out. It's been about educating people that they can wear Flannel out and it is very cool. It's that simple layering. Now, people are getting it. Australian standard cuts and sizes for women are very outdated, whereas, Flannel has been sized differently based on real girls - trying with girls - tried and true sizes.
SD: What's next for you?
Kristy Lawrence: We are looking at another couple of stores (Flannel currently has three stores - South Perth, Cottesloe, and Woollahra) next year. Cottesloe (beach suburb) has been unbelievable for us. It's where I live, what I know and understand. We will definately have a store in Claremont Quarter and also looking at a few other places. The space we are after will have to have a vintage, organic and natural feel - mixing old and new.
SD: Finally, knowing how crazily busy you are you could have said 'no' to Styleaid.
Kristy Lawrence: Aly May (from Dept of culture and the arts, working very closely with WA AIDS Council on Styleaid) has really made it for us. After all, she encouraged us to apply for the grant to the Fashion Week which enabled us to go international. Even if it wasn't for Aly I do believe in Styleaid and its cause so I wouldn't have said 'No' to it anyway.
SD: Well that's styleaid and you're all ready for it but how about Perth Fashion Week? Are you ready for that as well?
Kristy Lawrence: Not yet!
SD: But you are going to be mostly away?! (laugh)
Kristy Lawrence: Well, I do have a great team. (laugh)

Oscar, Kristy's son, with a cold, was not in a mood for having photos taken. :)