emma voyce
Fashion Designer and Digital Artist, Emma Voyce, has been pushing the boundaries in the apparel industry for over 16 years. Achieving global success with bold designs under a previous label, in 2024 she launched a clothing label blending digital art and fashion. The Sour Tea brand champions humour, sustainability, and collaboration with the art community.
“I was sitting at the kitchen table, thinking about life in general and how I missed my old label which I sold several years ago. I turned to my husband and said, “I’m going to start a new label.” He chuckled “OK”, knowing full well that when I say I will do something, it’s going to happen.”
The Sour Tea brand celebrates the beauty of opposites. Imagine Sour as the grit and grind, the sweat and hustle that go into mastering that skateboard trick, hitting the books for an epic cram session, or busting your chops for a whole year to crush your lifting goals. And then there’s Tea, that’s the sweet, glorious reward you savor once you nail it. The Sour Tea feeling is that unbeatable combo of hard work and triumph.
“I tried to think of everything before launching the first designs, I nailed down the theme and colour palette really quickly, curated our blanks range, I even have a Sour Tea Spotify playlist!”
Venturing into the realm of digital art mid-2024, Emma has already made waves under the Sour Tea label, with her retro and eccentric pieces, drawing inspiration from quirky food and the curious oddities of life. Her art is designed to spark curiosity and make you question the why, while hopefully bringing a laugh with each piece. What Emma didn’t expect though, is to meet so many other creatives through the brand.
“I have been able to take part in a high fashion photo shoot and short film, collaborating with a local hair salon Gato Loco and other creatives. I have been involved in a new event, Morning Vibes which is epic coffee shop raves. And now here I am working with Pixelated and the brilliant team behind it! It has been insanely fun and I have met some amazing people, and we’ve only just begun.”
Emma’s husband and children contribute their own ideas and inspiration, whether it’s through feedback on new designs or simply bringing fresh, youthful perspectives to the table. The whole family takes part in photo shoots and are regularly putting their orders in for the next drop.
“I enjoy tinkering away on a new drawing, it’s relaxing and I often find the kids start plopping themselves down beside me, offering ideas and suggestions on how to make it better as well as laughing at whatever banter I have inserted into each one. They have now taken to picking up my tablet to start their own drawings, which is the best result I think from this whole thing.”
Emma’s clothing is print-to-order, using high quality AS colour blanks, prioritizing sustainability, minimizing waste and rejecting the fast fashion cycle.
