The sun, sand and surf is exactly what continues to influence Amy New's creations.

Amy, 29, established her label, Surf Luxe, after she found her calling in the design industry through a love of all things fashion.

The design graduate previously worked for Roxy Swimwear in Melbourne, so it is no surprise she has come back to Sydney's beachside suburb to build up her very own brand into a budding empire.

``My label is based on the surf lifestyle and Sutherland Shire is an ideal spot for it,'' Amy said.

Working from a studio at home, Amy thrives on keeping her creations as ``Australian'' as possible.

``I think it's important to maintain great label credibility and it shows from the strong feedback that girls here support Australian-made clothes,'' Amy said.

``I'm getting plenty of orders online.''

Amy's latest collection, The Farm, is named after a popular surfing spot at Shellharbour, south of Wollongong.

``The Farm focuses on easy-to-wear pieces that detail shape and form like kaftans and all of the prints are individual,'' Amy said.

Her colour tips for the season are navy, peach, black and white.

Amy is in the process of expanding her designs into stockists Sydney-wide.