Fashion designer launches brand
A budding fashion designer from Sydney has chosen the Pilbara as the site to begin her first “conscious clothing” brand, which will be developed with local community input.
Emma Williamson, 28, worked in design and production at Sydney fashion house Ellery and supplier Trackmaster before she moved to Karratha in December.
The idea of her own brand, called Sturt Pea Conscious Clothing, was born when she spoke to artists from the Cheeditha and Ngurrawaana indigenous communities about screen-printing their painted designs onto casual clothing.
“They are small communities that are artistic, and my work is always in conjunction with them and what they want to do,” she said.
“The skills that I have are working with fabrics and prints, and facilitating that production cycle. They are wanting to go into that, so that’s where I come in.
“Also it’s about encouraging and fostering those communities economically and artistically, and I think it’s good for a community to have skills in it to support itself.”
Ms Williamson said she wanted her brand to be a move away from the “fast fashion” culture she saw in Sydney.
“That huge demand is really unhealthy because it pushes prices lower and the fashion industry can’t keep up with it,” she said. “It puts a strain on the industry and a strain on the planet in terms of resources.”
Ms Williamson is also balancing her design work with teaching sewing and pattern-making classes on Saturdays at the Karratha Arts and Learning Centre.
She said although her brand was in the early stages, she was enthusiastic about starting in the Pilbara.
“It’s exciting,” she said. “I feel like I’m doing something very new and different that a lot of people wouldn’t do.”
Sturt Pea Conscious Clothing designer Emma Williamson.