It’s not often that the latest ‘it’ brand comes with genuinely convincing sustainability practices, but Australian label St. Agni seems to be practicing what it’s preaching. The minimalist clothing and accessories line started its journey in leatherwork and is well known for its simple-yet-chic sandals particularly – though these days, the likes of Meghan Markle and Kendall Jenner are among the many famous fans of its elegant ready-to-wear pieces, which also champion natural materials.
The Byron Bay-based brand, founded by husband-and-wife duo Matt and Lara Fells in 2014, first saw success with a ‘knitted’ woven leather technique – a version of which is still synonymous with the St. Agni aesthetic.
Lara previously said: “The pivotal moment arrived with the unexpected success of our Woven Bunto Loafers. While St. Agni had not been conceived as a ‘Boho’ brand, these loafers resonated strongly with the Boho aesthetic of the time. The overwhelming demand for the loafers exceeded our expectations, often leading to rapid sell-outs upon restocking.”
Back then, St Agni leathers were sourced from a tannery in Indonesia, where local artisans would also craft the pieces – but in more recent years the brand has also begun working with producers in India. Regardless, all leather is vegetable-dyed and LWG approved.
Impressively, St Agni offers transparency across all its production processes, including naming the three manufacturers it works with in China, India and Bali along with details of their workforce and their various accreditations. The brand also requires all its suppliers to sign both its Code of Conduct and Animal Welfare policy – which is openly available to view on its website.
Speaking candidly on the challenges of running an ethical fashion brand, Lara recently told Cultured magazine: “It’s challenging in an industry where many brands aren’t prioritising sustainability – organic yarns often come with higher minimums, and some products perform better with a bit of synthetic material. ‘Sustainability’ has become an overused term with blurred lines, so for me, it’s about transparency and not making broad, empty statements.”
St. Agni’s signature simple styles undoubtedly have that relaxed Aussie vibe at their core – with an elevated, tailored finish that has captured the market further afield. But in the beginnings of the business, it was certainly a laid-back attitude that got things going.
Both founders have admitted that they started St. Agni – which is sweetly named after Lara’s grandmother – on a “whim”, maxing out a $10,000 credit card on their first range of leather handbags before adding shoes and clothes to the mix.
“Looking back, we really didn’t have any idea what we were getting ourselves into, but I think perhaps that naivety combined with our drive is what made it work,” Lara says.
Fast-forward to 2024, and the brand has recently celebrated its 10-year anniversary – announcing a new flagship boutique in Byron Bay. As for St. Agni’s Resort 2025 collection, it looks like demand shows no sign of waning for its minimal-yet-elevated pieces… since pre-orders are already overwhelmingly sold out.
St. Agni
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