27 Feb
Local fashion brand Flynn Jaxon

An alternative kids apparel label owned and run by Thea Cogill and Reese Baglione, Flynn Jaxon is designed with quality and comfort in mind

story katrine anker-nilssen, pictures tink photography


Flynn Jaxon is all about stylish garments in a neutral colour palette,” explains Reese, adding that they are a proudly South African brand. “All of our designs are created in-house and the entire range is manufactured locally. We source our fabric from SA suppliers, cotton-rich fabrics that feel amazing and are built to last and withstand the wear and tear expected for children’s clothing.”

An online brand covering sizes newborn to eight, FJ brings in new colours and styles every season while retaining a few key basics. “We design ranges that are timeless and trans-seasonal,” says Reese. “Our matching FJ MAMMAs and recently launched FJ LADs ranges have also been well-received, and we are excited to bring you more adult styles soon.”

In addition to clothing, FJ also offer accessories such as bandana bibs, slouchy beanies and headbands – as well as swimwear and an exclusive, locally-made genuine leather footwear range for kids.

“Our signature style would have to be the romper, which is available in a range of colours and two styles – cropped and full-length – as well as a matching adult romper for our FJ MAMMAs, which has been a best-seller for the past year since its launch,” says Reese, adding that the bandana bibs are without doubt the most popular accessory. “They are one-size-fits-all with two size settings, great value for money. They are also incredibly soft, lined for extra absorbency and drape beautifully.”

Extrovert Reese Baglione is a serial planner who loves a good list and a set of highlighters. With her husband, high-school sweetheart Alessandro, she has three-year-old Max Luca and one-year-old Lola Mae. “I grew up in the Upper Highway area and obtained my BSc in Dietetics at UKZN PMB in 2012. Completing my community service in Eshowe before returning to Gillitts, I worked in government practice until Max was born in July 2015.”

Thea Cogill, who thrives on challenges and thinking out of the box, matriculated at Kloof High School in 2000 before spending a year in Colorado. “It was the most incredible experience and it just solidified my love of travel and photography,” says Thea, who did a degree in Applied Value and Policy Studies at Stellenbosh – along with a photography night course. Back in Durban she spent two years learning and cultivating her skill with Kim Thunder before starting Tink Photography. “I have been working as a commercial and lifestyle photographer for 13 years now, and I love it,” she smiles.

Seeing a gap in the market, Thea started Flynn Jaxon in March 2016 – together with her sister-in-law in Johannesburg. When she relocated to Durban with one-year-old son Lennox Fallon later that year, her sister-in-law left the business. “Realising I couldn’t do it alone, I was grateful when Reese agreed to come on board,” says Thea. “She has just catapulted the brand to the next level with her passion, creativity and great eye for detail.”

Initially the idea was for Reese to help Thea out, but it quickly turned into FJ setting up a base at Reese’s home. “We soon realised how well we worked together and how perfectly our personalities complemented each other within the business,” says Reese.

In January 2017 the girls decided to partner and push FJ to where it is today. “Thea offers an incredible creative insight and oversees our campaigns, and of course all the photography. I have always covered all the behind-the-scenes admin, customer service and planning – and now also design and production,” says Reese. Then there is Nozipho Msweli of course, the talented seamstress who has been with FJ since Thea and Reese partnered. After completing her sewing training at Embocraft, Nozi has fitted perfectly into the team and is an incredible asset to the business – responsible for manufacturing a large portion of the range.

Currently working on a few transitional pieces for the cooler weather approaching, the FJ girls are also finishing off the next collection. “Essentially FJ has been in its teething phase for the past few years, especially with our families growing and all the challenges and limitations that that brings,” explains Reese. But the brand has grown beautifully in spite of this. “If 2018 is anything to go by, we are convinced that 2019 is going to elevate our brand to the next level.”



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