The Byron brand started with $2k and no business plan – AFR

Clothing brand St Agni was started on a shoestring and still retains its Byron Bay roots, but now has a decidedly global outlook.
Copy link
Copied
Copy link
Copied
Subscribe to gift this article
Gift 5 articles to anyone you choose each month when you subscribe.
Already a subscriber? Login
A little over 10 years ago, Lara Fells was a 2IC manager at Witchery, trying to sell leather bags she had manufactured in Bali. On Tuesday night, the designer, who started without a business plan and with just $2000 in savings, staged her brand St Agni’s fourth fashion show in its Armadale store in celebration of its Resort 2026 collection.
Byron Bay-based Fells runs the business with her partner, Matt Fells. Despite being anchored in the heartland of Australian hippie culture, St Agni’s clothes and accessories offer a pared-back and minimalist look that runs counter to the bohemian spirit of Byron, and has more in common with Japanese and Scandinavian design.
Copy link
Copied
Copy link
Copied
Subscribe to gift this article
Gift 5 articles to anyone you choose each month when you subscribe.
Already a subscriber? Login
Follow the topics, people and companies that matter to you.
Fetching latest articles
The Daily Habit of Successful People

source