Website/ Social Media addresses
Campaign photography – James Whineray
Product Photography – Jonte O’Neil
Half Measures transgresses seasons in a redefinition of the contemporary footwear and accessories landscape. Hallmarked by refined lines and sleek, contoured forms, Half Measures blends traditional construction techniques and hand-worked finishing to purposeful imperfection.
The architects of an ethos guided by minimalism and longevity, Half Measures fine-tunes the balance between conceptual design and wearable practicality. Coupling craftsmanship with technological process, an aesthetic timelessness is realized in the brands’ pieces. Our limited run pieces are made to an exemplary standard. Cut, skived, sewn, sculpted, lasted and painted by hand - an attention to detail and nuance characterizes the desirability and collectability of the brand.
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How and when did your Brand/ Label begin?
Half Measures was launched in October 2016 but I started working closely with Nude Design Studio who developed all aspects of the brand identity and commenced product sampling with different factories in 2014. Before launching Half Measures, I studied Fashion and Textiles Design at Curtin University and then moved to Melbourne to intern with Materialbyproduct and the Preston Zly shoemaking studio while completing a short course on shoemaking at RMIT.
I have always been interested in processes of production and construction and sought experience at these studios as they specialised in handmade products. I returned to intern with Preston Zly a number of times to further my skills and understanding of traditional shoemaking techniques and finishing processes which provided me with an overview of the entire shoemaking manufacturing process. I think it’s important to have an understanding of the process of how a design is constructed because recognising the possibilities and limitations in the manufacturing process helps to inform the design development process. Learning about production techniques and being hands on in the studio also trains you to recognise any production faults and areas in need of improvement.
Where do you find inspiration? Are there any local sources?
Traditional embroidery and leatherwork techniques, boro and mola textiles, kintsugi, wabi-sabi, deconstruction, modernism, the idea of making the familiar unfamiliar, transient states, prefabs, joinery techniques, architectonic art, packaging design and materials, traditional Japanese packaging.
Perth is seen as an emerging city, particularly for creative industries - do you feel like there are more opportunities in WA right now?
Compared to when I graduated, there are definitely more opportunities now for designers to gain exposure within WA. I’ve noticed an increase in the number of labels launching, online retail platforms, pop-up spaces, specialist creative short courses, and new exhibition and event participation opportunities. The DCA also provides amazing support and funding to facilitate the growth of emerging labels.
However, I feel there has been a decrease in employment opportunities in the rag trade industry, which is one of the reasons why I started Half Measures. I think it’s common for fashion graduates to experience employment challenges and many end up leaving to seek creative experience interstate or overseas, or stay in Perth to create their own businesses.
What do you think makes designing in Western Australia unique?
The isolation of Perth from other capital cities makes it a unique environment for design, as there are less external influences. Designers here have developed unique aesthetics and concepts that don’t aim to align with or fall into existing trends, as they tend to pull from different influences and find inspiration in uncommon places. I think there is less desire to fit a certain visual mold or to produce a particular look.
However, design and manufacturing go hand in hand and the isolation factor means designers in WA need to be resourceful. For footwear and leather goods in particular, Perth does not have a strong establishment in this area of manufacturing so for Half Measures it has meant seeking manufacturers, technical advice, sourcing tools, machinery, materials and connecting with suppliers located interstate and overseas.
What is your Label known for?
Beautifully crafted leather footwear and bags.
Where is your favourite hometown spot?
What are your favourite local buildings?
Designs by brutalist architect Iwan Iwanoff, in particular the Paganin House before it was unfortunately destroyed by fire.
What is the best thing about being involved in the design industry?
Meeting like-minded creatives and finding inspiration in their projects.
What should we expect to see from your brand/label in the future?
Ongoing explorations of form, construction, dimension and texture.
Kanye or Jay Z?