Our Story
Sea Street is an artist-led apparel label created by Australian illustrator Hayley O'Connor.
Originally from Melbourne and now based on the southern Gold Coast since 2015, Hayley has spent her career creating artwork for fashion, lifestyle and commercial brands. But while she loved collaborating with globally renowned brands & people, there was always a dream to create something that felt entirely her own.
Inspired by a lifelong love of travel, nostalgia and the endless summer holiday, Hayley founded Sea Street as a place to create without chasing trends. Every collection begins as an original hand-drawn illustration, inspired by vintage tourist souvenirs, faded beach towns, quirky holiday keepsakes and the places that leave a lasting impression.
Sea Street was born from the simple idea that clothing can tell a story. Each design captures the feeling of discovering somewhere new, collecting memories along the way and wanting to hold onto that carefree holiday feeling long after you've returned home.
Sea Street is proudly a small, family-run business built on a love of art, travel and thoughtful design. Behind the brand, Hayley and her husband juggle raising their young son while building Sea Street together, balancing family life with a shared passion for creating something meaningful. Every collection is created with care, from the first sketch and design development through to sampling, packing every online order and connecting with our community. By keeping things intentionally small, we're able to focus on quality over quantity, creating collections that feel personal, meaningful and made to last.
Produced in limited quantities with a focus on quality, fit and hand feel, Sea Street is designed to be more than clothing. Every garment is a wearable piece of art, created to become a favourite you'll reach for season after season.
Today, alongside Sea Street, Hayley continues to work as an illustrator for different brands globally while also developing her fine art practice. Whether she's designing a collection, illustrating for a client or creating artwork for a gallery wall, her purpose remains the same: to create work that evokes emotion, sparks memories and inspires a sense of adventure.
The name Sea Street comes from the street where Hayley, her husband and their young son call home on the southern Gold Coast. It felt fitting that the place where their family is growing would also become the home of a brand built on creativity, adventure and making memories.
When you wear Sea Street, we hope it reminds you of the excitement of arriving somewhere new, the freedom of losing track of time and the simple joy of deciding nothing more important than which cocktail to order at sunset.
Inspired by the places you'll never forget.
Always on Holiday.
