Our uniquely inclusive sizing, thoughtful silhouettes, and high-quality linen truly come to life when you can feel the fabric, understand its weight and softness, and see the richness of our European linens and fabrics firsthand. At the same time, this very strength presented a challenge. With a broad range of styles, colors, and sizes, no single store could offer the full FLAX experience—or place it into the hands of everyone eager to wear it.
Independent boutiques were instrumental in introducing FLAX to the world and building the loyal community the brand is known for today, and for that we are deeply grateful. As that audience grew—and as the retail landscape changed—it became clear that a new way of offering FLAX was needed to support accessibility and inclusion.
That's where Red Onion Clothing came in.
How Shop FLAX Began
In 2010, I founded Red Onion Clothing as an online boutique with a simple goal: to offer the complete FLAX collection in one place. Customers wanted access to every style, every color, and the full size range—along with knowledgeable, honest support.
Red Onion became a destination for customers seeking consistency and choice, and it also created a closer connection between the people wearing FLAX and the people behind it.
In 2014, I purchased FLAX itself, with the intention of learning the business from the inside out and preserving the elements that make FLAX what it is—its fabrics, fits, production relationships, and values.
In 2017, Red Onion Clothing and FLAX were brought together to form Shop FLAX. By combining the manufacturer with the direct-to-consumer experience, we were able to offer the full collection in one place and ensure that what customers valued most continued to inform how the brand evolved.
Shop FLAX: More Than a Place to Buy Clothing
From the beginning, I wanted Shop FLAX to help show our clothing on a wider range of body shapes and sizes—especially generous bodies, which have always been an important part of our clientele and our culture.
Seeing FLAX on different bodies helps customers better understand fit and feel, and allows more people to see themselves in the clothing. Having Shop FLAX gives us the ability to be more intentional about representation, and we continue to work toward expanding that effort.
A few years ago, I stepped in front of the camera myself as a size 14 woman wearing our size Medium samples. What began as a practical solution became a meaningful way to show FLAX on more than one body type.
Wearing every style and fabric personally allows me to feel how each piece moves and wears, and to make thoughtful adjustments where needed. It's a hands-on way of refining fit, proportion, and comfort—grounded in real wear and lived experience.
Shop FLAX Today
Today, Shop FLAX offers the complete FLAX collection online—every style, every color, every size. As FLAX moves forward as a direct-to-consumer brand, Shop FLAX is now the exclusive place to find current FLAX collections. While nothing replaces seeing FLAX in person, this model allows us to place the clothing directly into the hands of customers everywhere, while keeping the brand accessible, consistent, and connected.
An essential part of that connection is our customer service team.
When you reach out to Shop FLAX, you're not speaking to a call center or a third party—you're talking to us. Your questions, feedback, and experiences go directly to the same team involved in how FLAX is designed, produced, and offered.
Many members of the original Red Onion team are still here, reachable by name, offering thoughtful, knowledgeable support. Whether you need help with fit, fabric, sizing, or styling—or simply want to talk something through—we're always happy to help.
