Our style naturally derives from our Melbourne roots: it’s diverse, yet minimal and always styled in a cool effortlessness. When designing, we think about pieces that can be worn all day, every day. Don’t get us wrong, we love a stand out floral (currently obsessing over the new Tilly Bloom set) but our core design aesthetic always comes back to timeless, refined, and essential wardrobe pieces that can be worn and styled over and over.
Working with your partner can be super challenging and just as rewarding at the same time. Thankfully, our different skill sets are perfectly compatible, and we were able to delineate our roles very early on in the business. Whilst I manage the design and social and Jason handles the sales and business development, we both work closely on all aspects of the business together and have an amazing team behind us both in Melbourne and Los Angeles. We motivate, push, and challenge each other, but we also know when and how to separate work from home, although sometimes I still have to remind Jason that it’s after midnight and his groundbreaking ideas can wait until the morning.
Our inspiration for design comes from a lot of places. We don’t tend to stick to one theme per collection, but rather draw inspiration from our own experiences, our customers, and the latest trends. Through social media and meeting customers face-to-face at our annual pop-up store in Melbourne, we are able to create a dialogue and receive more extensive and consistent feedback from our loyal customers. We make sure we’re delivering what they want, from the fabric we use, to the fits and styles.
Sophisticated pieces encompassing neutral color palettes and high-performance fabrics. Contemporary, minimal, and practical thought is found in the details of every All Fenix garment.
The great thing about our collection is that all of our pieces can be mixed and match to suit your style. Right now, I am completely obsessed with our drop-crotch pants. They are super comfortable and can be paired with any of our sports bras, tees, or tanks for a workout or our matching Crop Track Sweat Top. Try them on, and you won’t want to take them off.