Coastal Cool: In Conversation With The Woman Behind Araminta James

Surf’s up!

By Bianca Licina | 5th December 2023

Ever feel like ditching the city for a life by the sea? If you ask Georgie Browne, founder and designer of Araminta James, she’ll likely tell you to go for it. Leaving Melbourne’s urban buzz for the serenity of Noosa, Georgie discovered inspiration in the sun-soaked essence of coastal living, birthing a clothing label adored by Australia’s favourite it-girls.

Playful, refined and effortless are a few ways to describe both Georgie’s pieces and the Araminta James wearer. Drawing from her newfound coastal lifestyle and flavoured by her Melbourne roots, Araminta James’ pieces epitomise a lifestyle embracing the Aussie sun – blending leisure with undeniable flair.

Crafted from terry towelling and airy linens – materials that capture the essence of an Aussie summer – her designs are tailored to suit a life basking under the sun, amidst the waves, and atop the sandy shores.

We sat down with Georgie to uncover her journey behind the beloved Australian beachwear label…

Hi Georgie! Tell us a little bit about yourself!

I am the founder and designer of Araminta James – an Australian fashion label transforming the mainstream surf culture into everyday elevated chic! I am essentially a Melbourne girl who moved to the coast and started a fashion brand for quintessential Australian beach girls.

How did your journey in fashion begin?

My career journey in fashion began when I finished my Bachelor Degree of Fashion Design at RMIT University in Melbourne and started my first job as a Design Assistant at Country Road where I literally counted buttons and trims on each garment for a year. I then spent the next 15 years sharpening my skills designing for top Australian brands and retailers, which further propelled my love for fashion.

What is the driving force behind your brand Araminta James?

When I made the move with my young family from Melbourne to the sunny coast in Noosa, I felt like wearing more effortless loungewear but still wanted to look chic. I decided to combine the soft tailoring aesthetic of Melbourne with a relaxed terry towelling beachy feel of coastal Queensland. Araminta James truly is a fusion of my favourite parts of both city and beach life.

Tell us a little about the ethos of your brand…

‘Effortless style, that transcends the ordinary’ are the words I live by. It’s all about building a capsule of timeless staples inspired by surf, sun, sand, and life at the beach.

What inspires your designs?

I’m inspired by my travels around the globe. This year I did the Kumano Kodo trek through Japan which is a traditional pilgrimage route that crisscrosses through the Kii Peninsula. This is where I was inspired to design the Sunseeker Terry Kimono Dress – an essence of carefree luxury wherever your travels decide to take you. After two weeks in the mountains, we caught a bullet train to Tokyo. As soon as I was there I was surrounded by the best street style fashion I think I’ve ever seen. I wish I could’ve fit more in my suitcase, especially the sneakers.

How would you describe the Araminta James wearer?

I love this question! The Araminta James wearer masters the look of being chic while relaxed at the same time – she is epitome of Australian beach summers. I’ve designed each collection so it’s accessible outfitting for the on-the-go cool girl.

Your latest collection ‘Sunseeker’ is an absolute dream! What was your inspiration for this collection and what was the goal behind it?

Sunseeker was inspired by the iconic 70’s beachwear. When I travelled to Los Angeles I visited this very cool vintage store in Silverlake where I purchased a timeless beach towel which was the starting point for the Sunseeker collection pattern. Our textile designer then created this unique pattern which we sent to our artisan partners who made it into the most gorgeous fabric. We then used it in a range of colourways and different styles.

It’s a blazingly hot sunny day on the Aussie coast. Which piece are you throwing on to survive the heat in style?

Ohhh… this would change depending on which beach I am at! If I’m in Lorne down in Victoria, I would wear the Noir Terry Riviera set (launching 11 Dec) for more of the classic Melbourne vibe. At Bondi Beach in Sydney, I would explore bright colours like our Sunseeker Dress in cornflower to play into the vibrant Sydney lifestyle. If I am in Noosa I am wearing more neutrals like our Sunseeker Dress in pecan accessorised with a pair of oversized sunglasses and a straw hat.

What is the ideal setting for an Araminta James outfit?

The gorgeous Majorca Spain, lounging by the beach throughout the day and at a stunning restaurant at night sipping on a margarita while watching the sun set. Well, that’s what I will be doing next year with my best friend.

What’s in-store for Araminta James?

We are always planning new exciting things for Araminta James! One thing we see in store for us next year are oversized tailored blazers with an AJ twist, preppy loungewear track pants, washed sweatshirts with novelty graphics, and some epic knitwear. We’re also looking at hosting an exclusive pop-up store in Melbourne for all our Melbourne girlies, so watch this space!

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