Common threads between her birthplace and the Australian coast-
line – the landscape, the lifestyle – presented some obvious cross-
overs for Anna, who has always had a deep affinity for the ocean.
“My clothes are designed with Australian women in mind,” she
confirms. “They fit perfectly with the Australian seaside style and
the warm climate that prevails here.” Billowy without being frumpy,
the majority of Anna’s designs are loose fitting and one-size-fits-all.
“This type of clothing is perfect for the coast,” she says. “I always
imagine my garments flowing in the wind and draping beautifully
around the body.”
The Seaside Tones collection includes shirt dresses, wrap trousers
and light tunics, as well as tailored button-down frocks, blazers and
jumpsuits. Drapey dresses that can be belted at the waist and a col-
umn dress with a deep v-neck both cut a feminine silhouette. Over-
sized linen bags and a line of men’s shirts complete the collection.
But it’s the womenswear – brought to life in supple, pre-washed Pol-
ish linen – that Seaside Tones is celebrated for. Not only does the
heirloom fabric have superior design qualities – using it also moors
Seaside Tones to the Rutkowskas’ roots and infuses the collection
with a distinct European identity.
“Linen has been cultivated in Poland for many generations,” Anna
explains. “In the 18th century, the ‘linen weaver’ was a very popular
occupation. That’s when the first vocational weaving schools and
facilities began to emerge. For hundreds of years, linen was the most
popular material countrywide. Even my grandma used to plant and
pluck flax, with my mum (at that time a teenager) as her helper.”
“Poland was famous for its linen far beyond its borders,” she adds,
just a hint of pride in her voice. “Perfectly woven, durable and strong
yet soft and light – I’m convinced Polish linen is among the best in
the world.” It also helps that linen is perfectly suited to Anna’s slow-
fashion sensibilities. “It has incredible qualities – it cools the body in
the heat and warms in cold weather,” she says. “It’s unique because
flax cultivation is environmentally friendly and the fabric itself is so
long-lasting it can be used for years. Not only does it not wear out, it
actually gains a better look over time.”
Seaside Tones’ linen goes a step further: sourced from a Polish facility
that’s been weaving since the 19th century, it’s certified by the Global
Organic Textile Standard (GOTS) and treated with natural dyes.
A legacy fabric like Polish linen must be treated with respect, Anna
explains. “We cooperate with small sewing facilities,” she says of the
production process, which also takes place in Poland. “We know
each other well and stay in close contact. We know how they treat
their employees and what their values are. As we’re part of the Euro-
pean Union, there are rules that need to be obeyed around wages,
health insurance, workers’ rights – all regulated by laws in our part
of the world. We’re sure that our garments are manufactured in an
ethical way, and we take great pride in that.”
While Anna and Michal oversee the Polish side of the business, Sea-
side Tones’ Director, Kate Kozak, holds down the fort in Australia. She
has a leading role in launching the label’s first store. “Honestly, we
didn’t plan to have a boutique so soon,” Kate admits. “But almost
from the moment we opened the online store, people were asking
about a place where they could see the collection.”
The tactile nature of Polish linen – the way the fabric beckons to be
held – combined with Anna and Michal’s charming seachange story
has enthralled their Australian audience. “Our first face-to-face con-
tact with customers was last year at The Big Design Market, and we
were just overwhelmed with positive feedback,” Kate explains. “I was
surprised how many people wanted to hear our story and were genu-
inely interested in where and how the fabric is made.”
For a small brand still in its infancy, opening a shop is a big risk. But
it’s one Anna, Michal and Kate are willing to take. “When people tell
us they came to a market just to see Seaside Tones, or they spend
half an hour in the fitting room because they want to try on half the
collection, it’s a clear message that the label is ready to have a physi-
cal shop,” Kate adds. “Being on the Sydney map and having a beauti-
ful space where we can meet and see the people wearing our linen
pieces is literally a dream come true.”
Bondi is just the beginning in Anna’s mind. “In the near future, we’re
planning more shops in coastal locations, maybe in Australia as well
as in California, Florida and the French Riviera,” she says. No matter
where the journey takes them, she’s adamant she’ll keep returning to
Australian shores to re-energise. “This is where I create and design,”
Anna says of her family’s second home. “This country has to be the
most inspiring place in the world.”