Hayley King – FLOX
Life Instyle chats with Hayley King, Director of Flox to discuss the brand, how the idea first came about and her brands plan for the future.
Can you give us an insight into your retail brand's history and the journey that led to its creation?
I began as a street artist in the early 2000s, cutting stencils by hand and spray painting large-scale murals throughout Aotearoa, New Zealand. Over time, collectors began asking how they could take a piece of that world home — leading the brand into prints, lifestyle products, then full collections. What began as a one-woman stencil studio has grown into a design-led retail brand, but the heart of it is still the same: hand-crafted, nature-led artwork rooted in place, story and craft.
What drew you to exhibit at Life Instyle this year, and how does the show reflect your brand’s ethos or aesthetic?
Life Instyle curates with intention — it celebrates design, craft, originality and story, rather than trend-chasing alone. That deeply aligns with FLOX. We’re not just creating products, we’re translating art into objects, with provenance and purpose. The audience at Life Instyle values both beauty and backstory, and that’s exactly who my work is for.
What gap in the market—or personal passion—sparked the creation of your brand?
A desire for products that feel artistic, personal and connected to place. There was a gap for designs that aren’t just ‘inspired by nature’ but actually created by an artist, through hand-made processes, connected to land, identity and craft. I wanted to bring fine art sensibility into everyday objects without losing soul or story.
What do you believe sets your brand apart in today’s competitive retail space?
Authenticity and process. Every product begins with real art — hand-cut stencils, spray painting, layering, digitising and reworking. It isn’t simulated or outsourced and customers can feel that. While the products carry the energy of analogue mark making, their vibrant layering is undeniably its own visual language.
Could you share your personal favourite product from your brand's collection and tell us why it holds a special significance for you?
It shifts often, but right now it’s the FLOX 2027 Diary and Calendar from the current Antipodes collection. They represent the bridge between art and everyday ritual — pieces that live with people throughout their year. I love that my work becomes part of someone’s routine, their planning, their mornings, their desk — not just their wall.
What were some of the biggest hurdles in starting your brand, and how did you overcome them?
Scaling without losing integrity. It’s easy to make one artwork; it’s much harder to expand into products while protecting quality, creativity and originality. I overcame it by building slowly, staying hands-on in direction, and trusting long-term strategy over fast expansion.
What feedback do you hear most from customers?
That the work feels joyful, alive, collectible, and that it adds colour and meaning to their spaces. They often say it feels unmistakably connected to nature — not just visually, but in spirit.
How did you first get involved with Life Instyle, and how do events like Life Instyle help you connect with your customers or community?
Life Instyle reached out early this year — it was clear early on that it championed the type of maker-led markets we were evolving into. Being there in person allows for connection beyond the product — conversations about process, storytelling, and shared values. That’s where long relationships begin.
Proudest milestones?
20 years creating work as a full-time artist
Developing a retail brand that still feels like fine art
Selling out limited collections globally
Building a community that recognises the work instantly
What business advice has influenced you most?
Play the long game. Trends fade, authenticity compounds.
Brands you admire?
I’m inspired by brands that prioritise craft and feeling:
Marimekko for print legacy, Baina for tonal storytelling, Volkswagen for timeless design, and locally, any artisanal maker preserving hand process.
How do you stay in tune with what your customers want and need as trends evolve?
I watch behaviours more than trends — what people collect, what they keep, how they live, what colours resonate, what they photograph, what they return for. I also listen, constantly. I just also know what I like personally and I think this certainly feeds into it.
Core values guiding your brand?
Craft-first, always
Art over algorithm
Connection to place
Integrity in storytelling
Longevity over fleeting trends
What’s next for FLOX?
Deeper global conversations without diluting home. Select expansion into Australia, Asia and Europe, new accessory and lifestyle collections, more large-scale collaborations, and continuing to evolve our signature art-to-object storytelling. I want FLOX to live in more homes, but always feel like it came from somewhere real.
Rapid Fire Questions
Motto / Mantra?
Create with conviction.
Dinner with anyone?
Frida Kahlo — for her nerve, mythology, colour, pain, poetry, courage.
A surprising hobby?
I just discovered pickleball and LOVE it
Go-to pick-me-up song?
The Chain – Fleetwood Mac (loud, always).
Advice for people starting out?
Make the work first. Trust the process. Find your voice. The audience comes later.