Flowers is the Melbourne project creating timeless denim staples

“Essential wardrobe pieces to love and cherish forever.”

If there are two items I believe every wardrobe needs, it’s a well-fitting pair of jeans in dark blue and a classic denim jacket. Melbourne project Flowers, founded by best friends Emma Cutri and Kim Lewis, was created with this in mind. As one-half of the much-loved local label Sister Studios, Emma has a knack for designing items that become mainstays of Melburnian’s wardrobes, while Kim’s background in fashion production and public relations means she has a keen eye for branding.

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Together they’ve launched Flowers, a denim-centric project that currently consists of their ideal jean and jacket. Just like Sister Studios, Flowers is proudly made in Melbourne, and the pair made it a priority to use deadstock Japanese cotton denim for both designs. Their first capsule is, in their own words, “small but strong” and is focused on creating timeless denim staples that will be loved for years to come. Below, they share how the label got started and where they plan on taking it.

Tell us about you. What’s your fashion background?

Emma: My name is Emma, I do Sister Studios and Blazed Wax from my studio in Brunswick. I studied fashion design at RMIT many moons ago.

Kim: I also went to fashion school and worked in fashion production/wholesale for many years before making the switch to PR and creative comms. I now work for a creative agency and on Flowers.

How did the label get started? Talk us through the process and the challenges.

E and K: We started just before COVID-19. There were so many hold-ups due to lockdowns in Melbourne [so] it’s nice to finally have it out! It’s been a labour of love for us both. We both love denim and thought it would be a fun shared project to collaborate on together.

Where did the name come from?

E: We debated names for a while – we wanted something fun and cute! I was looking through song titles from various records for ideas and loved ‘Flowers‘ by The Clean. We’re both fans of The Clean, so it was a fitting choice.

How would you describe Flowers to someone who’s never seen it before?

E: Classic, fresh and cool.

K: Essential wardrobe pieces to love and cherish forever.

What are you most proud of in your work on your label?

E: We’ve only just started but I’m proud of our patience. We had some major setbacks getting Flowers out over lockdown.

K: Totally! There were so many challenges but we persevered and I am so proud of our commitment and drive.

What do you wish you knew when you started?

E: I knew denim would be different to clothing as it’s more rigid and less forgiving but I think we’ve learnt lots so far and I wouldn’t change anything now.

K:  It’s been amazing learning and understanding the processes involved in working with denim. Although sometimes I wish I had more knowledge from the start, it really has made me appreciate what goes into a denim piece so much more now.

Who do you think is most exciting in Australian fashion right now?

E: There are so many exciting designers in Australia, I’m obsessed with our fashion scene here. I love how explorative lots of young designers are now with shapes and patterns. I’m really into Karla Laidlaw, Phoebe Pendergast and Ramp Tramp Tramp Stamp at the moment, I think they are all amazingly talented.

K: I think we are so lucky to have such a supportive and creative community here in Australia. The talent really is incredible with so many local designers leading the way. I also think we have some great stores supporting and advocating [for] local design like Distal Phalanx, Error 404 and Blonde Concept – they are really championing Australian creatives.

What about the Australian fashion industry needs to change?

E: It would be amazing if there was a new wave of makers and specialists in production so that it was easier to produce in Australia. I also think it would be nice if more factories let smaller labels do smaller run sizes.

K: Agreed. It would be great to see more investment go back into local production. There is a lot of opportunity and growth here. To make local production viable we really need more support, not only from customers but also [from] the industry as a whole.

Dream Australian collaborators?

E: Courtney Barnett, Inka Williams, Abbey Chatfield, Jessica Mauboy and Thelma Plum.

K: Nawal Sari, Kylie Minogue, Tkay Maizda and Gracie Otto. It would also be really cool to collaborate on a denim heel. I love By Far and Nelson Made.

Go-to dinner party playlist?

E: If I have people over I like listening to The Uline Catalog and Outsider Oldies on NTS, then when it turns to a party I will switch to the Sister Spotify and put on a fun dance playlist that always has some Bad Bunny and Missy Elliot.

K: I like to start the night with something chill and sexy. By the time the plates are cleared, I want to be out of my seat and dancing. I am really enjoying the So Much, So Much mixes on Soundcloud and when it’s time to party, I love Favela Worldwide on NTS.

Who is in your wardrobe right now?

E: Flowers, of course, Sister, of course, lots of Kannava Jewels and Hello Sisi and a gorgeous new skirt from Kiko Vintage and my staple Coco store pieces.

K: Flowers every day. But actually. My usual look is a vintage bag, always a cute top, jeans and a pair of Converse or my fave Ganni cowboy boots. I live in Thornbury and also recently discovered the vintage store, Moods. I bought the cutest ’90s black mini skirt from there, which I have been wearing a lot.

How can we buy one of your pieces?

E and K: You can buy our Flowers denim jacket and jeans at the Sister store in Fitzroy North or order online at Sister.

Anything else to add?

E and K: We are currently working on an amazing pair of overalls and some other styles and staples that we’re very excited to share.

You can explore Flowers’ range here.