Jessica Flora + In Good Company

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32 Bledisloe Street, Kurow

Slow fashion is the best kind of fashion, especially when it comes to local Waitaki label Jessica Flora. Helmed by designer Jess Beachen, this made-to-order clothing brand focuses on celebrating and respecting Papatūānuku | Mother Earth. 

The origin story behind Jessica Flora stems from Jess’ desire to bring her values around looking after our planet into the fashion industry. All the clothing is made from 100% natural fibres, and any fabric scraps are composted in a worm farm. This demonstrates how fashion can embrace a circular system and one that works with our environment and reduce the harm to it.

Throughout the year, Jessica Flora releases a few series of items, and within each of these, there are a selected number of garments that can be customised. So that the fit and function work for the individual that will be wearing the item. Talking with Jess, she says that the stand-out items for the brand would have to be the fully-tailored blazers and their Indian hand-block printed fabrics. They are a point of difference for this intentional brand in the fashion landscape.

Very excitingly, in November 2022, Jess opened a storefront in Kurow, In Good Company, that houses the designer’s studio and is also a beautiful space to share brands that sit alongside the Jessica Flora values. These include natural skincare brand Biolgi, local Waitaki brand Whistle and Pop, which creates accessories drawing inspiration from rural living, locally made candles Divine Within, and other carefully curated products.

Jessica Flora sacrifices the easy route to make clothing with an impact, and they are items you will treasure in your wardrobe for years to come.


Words by Julia Rutherford & Photography by Nancy Zhou

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32 Bledisloe Street, Kurow

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