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Starting with a capsule collection of knitwear in 2008, designer Sam Jones’ unique take on everyday style soon grew to success throughout boutiques around Australia. Through conversations with boutique owners and fans of the label, it became clear that there was a gap in the market for everyday clothing that was contemporary, beautiful and original.

With the majority of pieces made in Australia, seasonal collections are designed with a sense of timelessness that prioritises effortless style over trends. Beautiful and innovative knitwear continues to be at the core of each collection, complimented by a refined selection of fashion and basics in luxurious fabrics.