They met when he was traveling Australia from the UK. They spent two years between the UK and Tasmania before deciding to move to Byron Bay, a place they visited together.
Having both pursued careers in managing retail stores, Lara’s passion for design and Matt's shared enthusiasm led them to start St. Agni as a side hustle. The brand is named after Fells’ Greek grandmother.
The idea to launch St. Agni was driven by their observation of a distinct gap in the market for minimalist designs. Inspired by the laid back ethos of the couple's East Coast Aussie surroundings, the brand originally made a name for themselves with their cult leather woven sandals. They have since developed into an all encompassing offering of elevated basics and staples, ranging from t-shirts to trenches, dresses and skirts as well as swimwear, bags, fragrance, and eyewear.
Fells designs pieces for women who are followers of The Row and Khaite but seeking a more accessible price point. Kendall Jenner and Gigi Hadid are among the fans.
The "less is more" ethos has been central to their philosophy from day one. Investing in key pieces that can be worn repeatedly, and don't become outdated after a single season.
Sustainability has also been fundamental to the brand's journey. The approach is a commitment to crafting quality pieces designed to withstand the test of time, being conscious of the materials used, and opting for those with minimal environmental impact.
The brand is stocked with many luxury online retailers, including NET-A-PORTER, MODA OPERANDI and REVOLVE, plus in store at Harrods, Liberty and Harvey Nichols.
