One Teaspoon CEO Liz Roberts discusses the launch of One Teaspoon Sport (OTS).
I couldn't be more proud or excited to share this new chapter in the One Teaspoon story.
It's the culmination of months, years of creation, development, testing and we now can share OTS with the world.
After 21 years, this isn't a revolution but an evolution of our brand and our place in the market.
And we say evolution because in many ways we've always created and designed this way with an eye to accessibility and wearability, I guess it's our beach roots, that lack of pretension, which is also obviously very Australian.
The heartbeat of One Teaspoon has always been vitality, energy but we are headed in a more purposeful, socially conscious, health driven direction.
It's what we like to call around here elevated grit – no nonsense, straight to the point, stylish yet playful.
This new direction is really an evolution, almost a more pure distillation of what we've always endeavoured to do, so much so that this collection is in many ways the most true to the heart of One Teaspoon – clothing fit for purpose, designs that complement your life and not the other way round.
So much contemporary fashion seems to be driven by someone's desire to fit a square peg in a round hole, and particularly now after the last 18 months, it was so crucial that we created clothing that works in tandem with our lives, as we say fit for form and purpose.
But it was also so important that we didn't lose sight of what makes One Teaspoon unique – that sense of fun, playfulness, not taking things too seriously – so even with this new branch to our tree so to speak, there's still our sense of rock 'n' roll and rebellion that's made us as successful and popular as we are and will continue to be but with OTS its more specifically overlaid with active, conscious, health-driven bent.
As I said, One Teaspoon has always been connected to nature but we took that to a whole new level with OTS.
From the initial sketches and designs through to the striking, gorgeous colour palette inspired by native flora, there was an overriding sense of harmony, driven at its core by a sense of place, in many ways of home.
Whether consciously or subconsciously we are consumed and inspired by our environment and OTS is testament to that.
As we always say, we don't want to constrain our work by definitions or categories because OTS is so much more nuanced than that.
You could call it style-driven activewear, you might like Active Street Luxe but call it whatever you want, it's stylish relaxed clothing that fits seamlessly into your life, flitting effortlessly between night and day, and much like the One Teaspoon woman, perfectly at ease at the beach, the office or at a cafe.