Fashion: Just a Spoonful of Sugar
Wed 26th Feb, 2003 Lifestyle 2512 viewsin
Denim featured prominantly over our Australian ‘02/’03 summer. This year’s seasonal spin saw young girls wearing cutesy bleached denim micro minis with lace and printed cotton trimming whilst the young ladies we love to look at were wearing sleek dark rough and rouched denim dresses. It’s a kind of fun meets sexy look that Aussie surf/punk label One Teaspoon was largely responsible for.
Jamie Walsham is the woman behind the label and her clothing designs seem to be so obviously a reflection of an extremely vibrant woman who loves what she does. Launched in July 2000 Jamie started One Teaspoon whilst working as a sales rep for a surf wear company and recognised a gap in the women’s wear market. Whilst waiting for a friend in a cafe one morning having her first coffee of the day (with sugar) she conceptualised One Teaspoon.
In November 2001 Jamie’s efforts in starting up her own label were significantly recognised by the Australian Fashion Foundation who granted her $5000. “I was at breaking point when I received the cheque and it couldn’t have happened at a better time” said Jamie, the money went towards her first marketing campaign.
One Teaspoon now releases and incredible 10 female ranges yearly, a staggering number for any designer. “Holy Moley. Five for the independant stores and five for General Pants. Then there’s the new men’s range that I’m launching for 1st Summer, which will (consist of) 3 ranges per year!” Jamie chuckled.
After another successful summer season the new One Teaspoon website has just been launched featuring the winter ‘03 range. Even in this lingering heat of summer it’s hard not to get excited by winter clothing. The winter One Teaspoon range is warm and cozy whilst keeping their sexy look consistant and versatile. Searching the range online designed for the independants, personally I’m quite partial to the Printed Floral Baby Cord Suit Jacket and the Little Planes Overdyed off-the-shoulder Terry Jumper; and from the General Pants range the Boobtube with Fat Band and Arm Warners, and the Vintage Denim Mini.
Jamie creates all the One Teaspoon designs herself having never received any formal textiles design training believing that “formal training confuses your own style and everyone ends up designing the same sort of stuff!”. She must be doing something right because last year her designs were featured at the Mercedes Australian Fashion Week further helping to strengthen the label’s professional standing.
To assist in running the business, there are 5 additional staff members. “A ‘hands full’ Production Manager, a cute little National Sales Manager girl, an amazing accounts woman that loves to do tax, and 2 warehouse staff that keep porn calendars up in the warehouse! No, no just kidding! Everyone has their own responsibilities and each person is just as important as the other. Then there’s sub-contracted workers, like the more glamourous Jen from CirQlate Publicity, and the less pretty jobs like cutters, makers, sleezy screenprinters, gossiping launders, you know everyone that makes up a complete garment …..” – of course!
One Teaspoon is available all around Australia through independants and General Pants. For all the info check out their website with the brand new winter range at www.oneteaspoon.com.au