SEAGRASS DESIGN ART – Where Fashion meets Color & Fun

A Tasmania Colorful and Fun Brand Seagrass Design are the collective inspirations of Jamie & Kimberley McCabe. With a mutual love of art, design, fashion & all things creative they have developed their own independent label where art & fashion beautifully collide.

Let’s have a look into their beautiful Journey an how they started in our Editorial Feature.


1. Who is behind this brand, Please tell us more about yourself and the Brand Story?

Seagrass Design is an art-based fashion & lifestyle label created by myself (Jamie) & wife (Kimberley). Since completing my degree in Contemporary Art 15 years ago I have been creating & selling artworks in various forms & functions. Kimberley has also been designing & creating her own clothing for over 10 years. It wasn't until around 4 years ago that we decided to combine our passions to venture into fabric & fashion design. It took some time to develop our first collection, which was released just over 3 years ago. Since then our ranges have grown & diversified to suit more body shapes & styles & using better quality fabrics that are made in an ethical & sustainable way.

2. What inspired you to start this journey? What makes your brand stand out?

I guess the inspiration was sparked by Kimberley's desire to make her clothing more unique by using fun & original prints. We then discussed the idea to turn my artwork into fabric & it all kind of exploded from there. The artwork is definitely what stands our label apart from anything else. We are also very passionate about making sure our garments are made ethically & sustainably, so to ensure this is maintained we make all our garments here in Tasmania using local dressmakers who we treat like family with love & respect. This helps us to have complete control of our collections & make any adjustments as required to ensure the highest quality garments are being produced. We are also fully aware that happy customers are the key to a successful business so we like to offer our customers some custom made options. Such as garments to be made with extra length or different necklines or sleeve lengths etc... These little extra touches provide a complete customer experience that's not often available in a fashion label.

3. What is your biggest achievement so far, your best work?

That's a tough one. I like to think our collections get better with every season so I will suggest that our next range is going to be our best ever. Without giving too much away, one of the new prints in our spring collection will be centered around an issue very close to our hearts on the issue of single-use plastic pollution. We will also be donating a percentage of profits to our favorite charity with the hope that this will help raise more awareness & play a part in reducing plastic waste.

4. Where do you see your brand in the next 5 years?

Over the next 5 years, we definitely have plans to increase our productions here in Tasmania. However, as an emerging fashion label, our main focus is to remain true to our values & grow in an ethical & sustainable way. Some areas where we intend to increase our product development include bigger ranges of Men’s & Children’s Clothing, Shoes, bags & accessories, bedding & soft furnishings to name a few. We will also be pushing to use more ethical & sustainable fabrics that are gentle on the environment & last longer.




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