Looking Back on 2015

2015 – Oh boy. To say it was big would be a big understatement. Oobi saw a lot of excitement and change this year – it kind of blows our mind. How can so much happen in just one year? And how did we survive it all? And where did the time go? You’d be surprised at some of the things that happened! Let’s start from the top…

January – Oobi wins our 7th consecutive title as Australia’s Favourite Childrenswear Label from KidStyleFile. We were bowled over by the unprecedented win, and it started our year off with a bang! KidStyleFile editor Angela Anderson had this to say: “Oobi Alex has uncompromisingly channeled her personality into her brand; it’s accessible, and focuses on quality at a great price point which further compounds its nostalgic appeal. Oobi has a real X factor that transcends trend-based fashion and appeals to a very wide audience. Oobi Baby & Kids is a stayer and I see them remaining very popular in the years to come.” You can believe we had some bubbly over that one!

Not only that but oobi.com.au was voted Australia’s favourite online store so we celebrated (and celebrated a bit more). Thanks mums for voting for us, we partied, we gifted and we were unbelievably honoured!

January – February: Oobi made a big leap – geographically! At the end of December 2014, we moved our Oobi HQ to Alexandria, and in mid February we began the challenge of moving our warehouse too! By the end of February, we were at full operation in our new locations and swanky new digs. So of course, we threw a party and invited the mamas to come and join in the fun.

The very talented Lisa Williams made the most amazing Apple Cake in the shape of our beautiful woven label logo and not only was it gorgeous, it was DELICIOUS!

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March – Oobi Takes New York! The talented Mary Kate Gutierrez captured super fun photos of beautiful Oobi Tween girls in the snowy woods of a New York winter. The lovely girls with their bright pop of Oobi colours and patterns, standing against the stark white snow made for some gorgeous photos.

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We loved the shoot so much, we recruited Mary Kate again – this time to take over Times Square! If you ever wondered “how cool would Oobi look in the Big Apple?” the answer is: very.

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We also released part of our autumn-winter range, “Crazy Rain” with a brand new print by Alex. Bold colours, and mix-n-match pieces and a very fun, scando vibe made winter Oobi-lliciously bright. We held a Crazy Rain Styling Challenge where we invited Oobi Mums to style their own outfits with the hundreds of options that came with the range. We had a blast judging the entries!

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July – In early 2015, we announced a charity pledge to donate around 400 birthday gifts for girls in need, which got us thinking to how we could help other children in need – as Alex says “Birthdays happen all the time.” And so, our charity initiative, Oobi-fy the World, was born. In July, we announced our new pledge, in which we donate a piece of “Oobi Magic” to a child in need for every single garment sold.

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August – August was a big month for Oobi! At the beginning of the month, we released our line of beautiful florals, soft colours, fluttery wands, crowns and dreamy tutus: Barefoot Princesses. The name Barefoot Princesses is a reference to our casual Aussie lifestyle, where there is a laid-back and ‘barefoot’ feeling – even when you’re dressed like a princess!”

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Later in August, Oobi held its first ever Pop-Up in our second home, Melbourne, at the Wild Collective, held in the historic Royal Exhibition Building in Carlton Gardens. The Pop-Up showcased the Barefoot Princesses line, as well as all the awesomeness, magic and joy of Oobi. We also held a sneak preview of the upcoming range, “I Love Candy”, which gave the Oobi fans such a thrill! It was great to see so many children and parents taking part in our magical world – dancing, playing dress ups, eating candy, and engaging in lots of Oobi mayhem.

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September – I Love Candy! It’s not just our opinion, but it’s also the name of our summer launch. In mid-September, we released the fun and fabulous line that celebrates the essence of an Aussie summer. New garments and new prints brought even more joy and vibrancy to the Oobi world.

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November – We released our final range for 2015, Candy Apple. This capsule collection included beautiful new prints like Candy Apple and Lilac Painted floral and new dresses like Cinnamon and Indi. Oobi Alex started her hand-made prints with a beautiful apple so it was fitting that she recreated that original beauty in stunning new colours.

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We also held Oobi pop-ups at two Sydney exhibitions: Double Bay Fair and One Fine Baby, where we got to spread the Oobi love and meet more fabulous mums and supporters.

December – We decided to double our pledge to Oobi-fy the World! With our inspiring partnerships with such organisations as Global Sisters, Good360, Thread Together, and Mirabel Foundation, we’ve donated thousands of gifts and clothes to children in need. As Jane Pezzotti of Mirabel Foundation said, “Your amazing box of garments has just arrived, they are so beautiful and briefly going through the box they will be extremely well received for Birthday Presents, I am just loving the red and green skirts, they will make a beautiful Birthday Gift for a little Poppet whose Birthday is around Christmas. You have made my job very, very easy.” We live to pay it forward every day, and to make children all over the world feel special.


So yes, it has been a big, wonderful year for us. We’ve said goodbye to some familiar Oobis, and hello to a new Oobi. Our charity efforts have brought happiness and cheer to children and families in need. We’ve released gorgeous new garments. We’ve seen the Oobi brand in Kid Magazine, SA Parenting Magazine, Mother & Baby Magazine, Babiekins and on websites like Babyology.com.au and FashionKids.nu. We’ve really enjoyed our new passion Instagram and some amazing collaborations with incredible designers, mama stylists and photographers too.

And throughout all the hustle and bustle, our amazing community continued to grow. Through our Little Oobi Scrapbook Page on Facebook, our launch parties and pop-up stores, photo shoots and social media, we were able to share laughs, special moments, and make lasting memories. It was a beautiful reminder that we are more than a clothing brand – we are a community.




As we clink our glasses of champagne to ring in the New Year, we carry with us more happy memories from 2015 than we can count. And from all of us at Oobi, we wish you a safe, wonderful, and beautiful 2016.


Oh… and one last thing. We are so excited that next year we are going to have a brand new website! It will be optimised for your mobile so that searching, reading the blog stories and joining in on the Oobi fun will be easy-breezy. This is a huge step for us and we promise we’ll be launching with a BANG!



The Oobis


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