Former ironwoman-turned-swimwear graphic designer, Amy Nurthen and her younger sister Karlee, a professional Ironwomen and videographer created their label Loca Sportswear one year ago because they believed there was a…
Former ironwoman-turned-swimwear graphic designer, Amy Nurthen and her younger sister Karlee, a professional Ironwomen and videographer created their label Loca Sportswear one year ago because they believed there was a gap in the sportwear market for fashion forward, active, fast-paced women who love street style. They wanted to let their ideas run wild and create something from the beginning. From designing styles to photography to branding and everything in between.
Talk us through the process you went through to create your business?
One year ago we decided it was time to start putting time aside to work on our dream. We had hundreds of sketches of different styles, t-shirt and textile prints across all our books. We bought the domain and business name and the past year has been the most challenging, rewarding and interesting year of our lives.
What does your brand consist of?
Loca is a movement empowering women to Be Rare. We have created bold, unique styles to allow women to make it their own. Style it, accessorise it, own it and be proud. Our first campaign consist of sports bras, shorts, tights, bags, sunglasses, hats & tees.
Where is the label designed and made?
Loca Sportswear is designed, tested and manufactured on the Gold Coast. Representing small Australian businesses and working close to our maker chain is a positive and unique aspect of our brand. From pattern making, fabric cutting, embroidery, screen print and sewing. We use regenerated fabric across all our crops & tights. By collecting discarded fishing nets from our oceans, we can make an essential contribution to the marine ecosystem helping reduce damage to the environment. Turning trash into treasure.
What inspires you?
When women connect to our brand and our message. Seeing women put on our styles for the first time and their eyes lighting up.
What are your plans for the brand and where do you hope it takes you?
Our plan is to have a summer and winter range each year, full of new styles, colours and looks. To create exclusivity to particular retail stores who would benefit from Loca. To have women connecting with our message and empowering others to be proud of who they are.
What were the biggest challenges when launching your brand?
Having our stock completed in time for the launch was a challenge, we work with small businesses and our work load was quite big for our manufacturing team.
What is the best thing about having your own business?
Being able to be creative, run with ideas, there is no barriers, its really unknown.
Connect with Loca Sportswear online, here.