We spoke to him before the debut of AAFW’s One Mile ’22.
12 May 2022 07:17
Sammy Robinson used to have a lot of attention on her, but that feeling is probably tenfold today, when her fashion label One Mile debuts at Afterpay Australian Fashion Week 2022.
Even though the weather wasn’t too gloomy, guests made their way from the rain-soaked streets to the quiet upstairs oasis of Beta in Sydney’s CBD. Unsurprisingly, his 653,000 Instagram followers weren’t all supportive, but the room quickly filled with fellow designers, media, friends, and family.
Backstage, the vibe is high and the atmosphere is electric, as models rush to and fro to get their final touches before hitting the runway. Speaking of the runway, the design team decided to build a wooden walkway complete with sand to emphasize the relaxed Australian brand ethos.
Then, when a few specks of sand were swept away and everyone had found their seats, the show began with the song Groove Armada. Superttylin‘. Donna Summer’s I feel love is the second choice song, with the performance closing by Cutting Crew’s Died in your arms.
Oversized silk shirts and matching trousers in beautiful twilight colors make for an eye-catching ensemble, while skirts and mesh tops feel like belonging at a beachside party, in harmony with the sandy backdrop. The floral print is reminiscent of a Hawaiian vacation, seen in the plus-sized model’s body and men’s shirt/short combination.
The floating silhouette is expertly balanced by the style of the mini dress in deep sea blue and mossy green that pays homage to the natural landscape, with a black and white design in a similar style that offers timeless appeal. Some models appeared in brown leather sandals, while others appeared barefoot at all.
In the end, Robinson appeared momentarily to smile at the camera and wave to the audience, wearing a floor-length brown gown. Back downstairs to celebrate with his team, the excitement in the air was physical. ELLE Australia met with influencers backstage, post-show to see how she feels after achieving one of her biggest achievements to date.
“I think it’s going to take a little longer,” said Robinson, when asked if he had anticipated Fashion Week earlier in his career.
“When the opportunity presented itself, we had the team and the support and support to get it done so I thought, why not just jump in and see how it goes? I feel we are ready and capable. so glad we did. We’re so young and we’re just growing from challenges so like, what’s next? New York? Milan?”
Given his stronghold in the influencer space, Robinson already has a strong fan base eager to support him. The launch of the One Mile, however, has seen him develop a whole new fan base – people with a keen sense of style and a desire to mix comfort and elegance.
“I am so honored to have had such an amazing support network through social media, everyone was so supportive of my brand launch,” explained Sammy, when asked how important it was for One Mile to stand alone, apart from its influencers. career.
“It was important to me that this was not a “one-off launch”, so I made sure that I planned it one year in advance so that the brand would have a timely drop, consistent launch, a cohesive collection. This way we were able to maintain our customer base and eventually build on it. become bigger than just an “influencer brand.” I want it to be strong enough on its own that people come back, not just for me, but because they love the product.”
While technically the brand may still be in its early stages, there’s no denying that One Mile is already fast-tracked to bigger things. Robinson’s drive to see him succeed and his ability to sell aspirational aesthetics have proven invaluable in his business journey so far, and it only ends here.
Below, our full interview with Sammy as he looks back on One Mile’s journey to date, with his eyes set on the future.
When did you realize that you wanted to create a fashion label? Was there a big eureka moment?
I recently collaborated with another brand on a collection and I fell in love with the process. I didn’t delve into the ins and outs of business, but it did tease me enough to realize it was definitely something I wanted to do myself.
Do you have any previous experience in this space at all? If not, who do you lean on for ideas from concept to creation?
I had no other experience before, my dad has been a great mentor when it comes to the logistics behind a business model and how to map out the key components needed to run a business. All the boring financial stuff like P&Ls, Balance Sheets, budgets, logistics, etc. He’s amazing. I then met a wonderful production manager who gave me a great skill set on the production side, technology packages, suppliers etc. I already have one employee working for me in my other company on social media, he is a great asset as he has studied the e-commerce and coding space at uni, so that we can research and set up the best online store for the brand . Design, creative direction, branding are all really fun things that have taken years to create, sketch, plan, brainstorm. It was a mess, but it was worth every sleepless night.
Are you intimidated into entering the market, given how many Australian labels you’ll be up against? How do you find the point of difference?
Obviously, it’s very important to me that I invest in top quality, sustainable products with sustainable packaging, and attention to detail. It’s not enough just to rely on my followers to support me, you need there quality and drive to be as sustainable as possible to stand out among the market. I originally launched a brand for tall girls, as I’m 6ft so none of them fit me. Now that we have the capacity to invest in more products, we will launch our shorts, so that everyone can find their perfect fit.
Sustainability is very important to buyers because we want to buy more consciously. How important is this to you and what commitment are you making in this area?
We are always on the lookout for the most sustainable options in all of our styles. Be it using raw materials like cotton or linen, or applying traceable viscose components, recycled fabrics, etc. We use all sustainable/recyclable packaging in all elements of our production. We also design beautiful quality timeless items that are a staple and won’t go to waste after a single use. That is always something we will continue to focus on and try to improve.
What is your current favorite collection and why?
I love our trench, it’s a staple and the perfect chocolate. We also came up with the same style in very pretty khaki. But it is impossible for me to choose, it changes every day. I also love our Elsa frames, they are perfect sunglasses.
What are you most proud of right now with One Mile?
I am very proud that I have a powerhouse female lead team of 7 full time now. One Mile is only 2 years old and has grown exponentially. This is just the beginning, we were a “start up” last year and now we have “scaled up”. Ready for global expansion.
Congratulations on your AAFW show, that’s important. What are your thoughts/feelings/hopes?
I am so excited. I have attended so many shows and found a new respect for all designers. I didn’t really realize how much time, money, blood sweat and tears goes into producing a show! I’m so ready to release it, I can’t wait. This will be a great opportunity for us to legitimize the brand as one of Australia’s boutique fashion labels, not just a ‘Sammy Robinson brand.’
Do you have anything in the works after AAFW? What is your next big dream for the brand?
We focus on global logistics solutions and US expansion. We have a big team now so we have more hands on the deck. We have the capacity to enhance every element of branding and branding and really establish ourselves in the industry.