12th December 2023 / Prue Fletcher: In-store with | Penny Duggan & Sam Scally

In-store with | Penny Duggan & Sam Scally

Sisters & Co-Owners of The FLATIRON Label

Immersed in the melodic hum of their mother's sewing machine, Penny and Sam's passion for fashion was destined to bloom. Their childhood memories have shaped their creative journey, and since its inception in 2016, Flatiron has been dedicated to infusing the raw splendor of Australia into each and every garment. Their creations transcend mere clothing, as they beautifully narrate a story and serve as a canvas for individuals to express their distinctive personalities and dreams.

Take us back to the beginning, where did the F L A T I R O N story begin . . .

SAM: "With individual careers in fashion and interiors, we always talked about doing something together and when we became new mothers, we began to form an idea of what this was. Now that our children are grown, we have achieved what we set out to do with a creative outlet that absolutely combines our love of fashion, design and creativity. And allows us to work together every day!"

PEN: "We began to get one-off designs made for us to wear. From there we had friends who wanted the pieces too so we expanded on our designs. When we then found this building, it was the perfect timing to open a store and fill it with all the things we love! At the beginning it was a real emporium of homewares, art etc but our biggest seller was always the fashion. The FLATIRON Label has captured the most incredible audience of like-minded women - it's been amazing!"

Sharing clothes growing up is one thing, sharing a business with your sister is another. What keeps you both moving forward in the same direction?

SAM: "A lot of laughs! We take The FLATIRON Label design and manufacturing process very seriously. We never put anything in production that we wouldn't wear - for years and years to come - but along the way we always keep our humor. That is what I love about our partnership. We never lose sight of the love and laughter that is vital to the creative process."

PEN: "I think our strengths shine through and compliment each other. Sam has an incredible eye for fabrics and detail whereas I work from a platform of wearability and versatility. Together, this combines in clothes that are considered from every angle of the design process. We stick to our strengths within the business and are very hands on with our customers. We know most of them by name and many have pieces from six seasons ago that still work with current collections!"

F L A T I R O N is an Australian-owned and locally manufactured gem. Share with us the significance of this dual identity to both of you.

SAM: "It's two-fold. Firstly, there is little appeal for us to wear fast fashion. Clothes should be a considered investment that lasts for the longest time. Secondly, the impact we make on the environment is always top of mind for us. Gaining ECA accreditation is such an honor and one we take very seriously. We walk the talk and proudly so!"

PEN: "The FLATIRON Label is an extension of our relationship as sisters and friends. It's a joy to work on this business and even though we do so 7 days a week (and on holidays, dinners and beyond!) keeping it Australian and authentic, plus ethically-manufactured is just who we are and what this label is!"

When starting work on a new collection, where do you draw inspiration from?

SAM: "We don't look to international trends as this is just not relevant to what we do. Instead, we really dig deep into what we can't find, what we want to wear and how we want it to fit, sit and work with our wardrobe!"

PEN: "We do have a few muses but funnily enough they are within our family! We inspire each other and really respect each other's strengths. I suppose there is little ego in the brand as we don't really advertise and love the way our local community knows us so well and often just pop into the store to chat, give us feedback, bring in their favourite past-season pieces for a play with new season styles etc. So although we inspire each other, we are also driven to provide what real women really want."

If someone is looking to invest in their first F L A T I R O N piece, how do you guide them?

SAM: "We have a very strong personal service model in store. Sim is our Business Manager and has an incredible pedigree in the fashion industry. She is like another sister to us and works with our customers on a truly personal level that they tell us they don't find elsewhere."

PEN: "Our KEW Flagship store offers a personal styling service for every customer. It's amazing how far people travel to this incredible building to enjoy that level of advice and guidance. We are so flattered that this store has become that touchpoint for so many women."

The F L A T I R O N woman is unique. Confident yet understated. You are creating trends rather than following them, which is pretty fearless in fashion. How do you find the courage to continue to do this?

SAM: "We only design and manufacture what we would wear. This is always our touchpoint. Rather than copy what others are doing, we would rather re-release a really popular style from past seasons that has really worked in a new fabric. We also only manufacture short runs of each style so that women can walk away knowing they have a unique piece."

PEN: "Some of our styles have become so popular that we will be launching a basics range in 2024 with our best-sellers and everyday essentials. Reacting to what our customer wants - rather than what is happening in the wider fashion world - is where our focus is."

What 3 fashion tips would you give to help women find their style confidence?

SAM: "Dress for you, don't be afraid to try new things and never underestimate the power of a good investment."

PEN: "Sometimes, less is more, add an accessory to update in an instant and if you feel confident in something, you will look confident in something."

The warmer weather is upon us, what pieces from your Spring / Summer collection are proving popular?

SAM: "We have had an incredible response to our ROAM print this season. All our prints are one-off that can't be found anywhere else and as we only manufacture short runs of styles, this has sold incredibly well."

PEN: "Our wide-leg paperbag pants are a winner over a tank, with a blazer or over bathers. These have been so popular!"

What can we look forward to seeing from you both in 2024?

SAM: "Oh, we are super excited about the next range which will feature more custom prints, vegan leather and linen gauze."

PEN: "Winter 24 is all about luxe comfort and unapologetic power. We have been having a play with the samples recently and can't wait to get our hands on them for our wardrobes!"

FAST 5

Last book you read?
PEN Bright Shining Julia Baird
SAM Homecoming Kate Morton

Podcast you listened to?
PEN Seperate Bathrooms
SAM Mamamia No Filter

Social Account you followed?
PEN @studio.doherty
SAM @Janvogelpoel_ceramics

Quote that resonated with you?
PEN Age is inevitable, and a privilege
SAM Persistence beats resistance

Cause you feel passionate about?
PEN Lifeblood
SAM Thread Together