Kelli Donovan, from Pure Pod, of Lennox Head, in Anne Leon Design studio in Byron Bay.
Kelli Donovan, from Pure Pod, of Lennox Head, in Anne Leon Design studio in Byron Bay. Mireille Merlet-Shaw

Pop into a pop-up

THE pop-up shop is a new concept in marketing fashion and Lennox Head has its very own store featuring some home grown designers.

A pop-up shop is a retail venue which is temporary. The concept is also known as flash retailing.

Kelli Donovan and Sean Watson, the driving forces behind the Pure Pod sustainable clothing label, opened their store late last year and it has proved to be hugely successful.

"We will definitely be doing it again," Ms Watson said.

The store not only features their own range of natural fibre clothing, but also goods from some of their favourite Northern Rivers designers. Everything in the shop has an ecological ethic behind it.

Ms Donavan, the principal designer at Pure Pod, worked in the fashion industry for more than 20 years before starting her own label five years ago.

The philosophy of Pure Pod is to create sustainable clothes without waste.

Working in the fashion industry, Ms Donovan said she witnessed huge waste designing clothes which were created around one trend and went quickly out of fashion.

She was also appalled by the heavy use of pesticides to grow fibres and toxic chemicals used for finishes and dyeing.

When she began Pure Pod she wanted to create clothes that were kind to the environment and always in style.

Her range of clothes is made from environmentally low impact fibres such as soy, bamboo and organic cotton.

"They are not designed for just one season," Ms Donovan said.

"They are feminine and comfortable."

The store is located at 68 Ballina St, Lennox Head and is open seven days a week between 10am and 5pm.

If you want to experience the pop-up shop phenomenon, you need to be quick because the shop closes in the first week of February. All goods are currently reduced by between 10% and 50%.

The Pure Pod range is also available online at

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