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The Oobi Story

September 13, 2018
The Oobi Story

Oobi is an Australian children’s label known for their colourful and fun designs which include hand-printed cotton fabrics designed by their founder Alexandra Riggs.

Their range includes clothing, homewares and lifestyle label for girls aged newborn to twelve.

This year is their 15th birthday so to celebrate we are sharing how the Oobi story began!


In The beginning

Fifteen years ago, Alexandra Riggs developed the concept idea on which the brand Oobi has been built. Her passion and skills in design lay foremost in creating beautiful products of high quality. Her original plan to become a teacher was short lived when she discovered at art school that she had a certain knack for drawing sweet and whimsical designs…

In the early days, the children’s fashion market was full of beige for “unisex" and “pink for girls and blue for boys”! There was no real thought for fun, design, colour or really - what it’s like to be a child.

This caught the attention of Alex - her friends were having babies and she couldn’t find anything GREAT to buy them. She remembered how important clothing was to her as a child, how she could escape into another world, hide out in the wardrobe and become… anything. She thought to herself - you can’t do that in beige!


Alex took her design skills, her passion for hand screen printing and everything vintage, and combined with a hands-on approach to running a business, started a company that has never wavered from that approach. Alex has worked passionately on Oobi every day since.

Oobi’s design aesthetic is bold and unique, with a whimsical direction and a passion for hand-drawn flowers, sweet fruit designs and vintage style. Oobi is renowned for the fit, quality and construction of all garments, and quality, longevity and sustainability are always on our minds.


It has been an amazing journey.

From humble market beginnings, the label was quickly snapped up by major department stores on both a national and international level.

Alex, a then 20-odd year old woman, made the bold decision that this was not the direction “for us”, so that she could continue with her smaller ‘boutique’ style business.

Oobi became one of the pioneers for online trading, hiring web store manager Kylie in 2011, and launching one of the first children’s online stores in 2012. We have not looked back since!


We hope you enjoyed this brand feature. If you are ready to start building your wishlist of products, then be sure and check out Oobi's product range.

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