Childhood is a fleeting, wonderful, messy-faced blink of an eye.
It’s the era of tree-climbing in tutus, Sunday morning pancakes, and that fierce, beautiful independence that comes when a little girl decides she is absolutely wearing her favorite dress today.
Since 2002, our mission at Oobi has been simple: Let them be little. We believe girls deserve more than beige. They deserve a world as bright as their imaginations—a world of "Confidence Suits" disguised as dresses, made for marching to the beat of your own drum.
What we believe
Childhood should be bright, expressive, imaginative and full of little moments worth remembering.
We believe that childhood should be a riot of colour, a sprinkle of magic, and a whole lot of self-expression. To us, fashion isn't just about looking pretty, it’s about creating a space where a child feels brave, bright, and imaginative. Life isn't perfect, and childhood is often messy, but it should always be full of little moments worth remembering.
How we design
Every Oobi original begins as a hand-drawn doodle by our founder, Alexandra Riggs, in our Sydney studio. We don’t follow trends, we allow colour, comfort, and the spirit of play to guide every pencil stroke, ensuring our patterns are as unique as the girls who wear them.
How we make
Our signature cottons are brought to life by a wonderful collective of skilled artisans in Jaipur, India. By utilising long-standing techniques perfected over generations, we ensure every garment is worked on by hand. We work ethically and considerately, keeping artisan skills alive while ensuring fair, respectful, and joyful manufacturing.
Why families love Oobi
It’s the magic you can feel. Families choose Oobi for our ultra-soft natural cotton, our "no-scratchy-bits" thoughtful details, and our vibrant, one-of-a-kind prints. But mostly, they love us because we make the clothes that girls actually want to wear… pieces that survive the playground, the washing machine, and the younger sister, still looking beautiful years later.
Let them be little
This is our core ethos. To "Let Them Be Little" is to embrace the extraordinary power of playfulness, innocence, and exploration. It’s about fostering the confidence to be yourself and the freedom to mix-and-match your own world. It’s a message of honesty, kindness, and finding little delights everywhere you look.
Oobi-Fy The World
We believe joy should be shared. Through our charitable program, Oobi-Fy The World, we promise to donate a piece of “Oobi Magic” to a child in need for every new-season garment purchased.
Our aim every day is to create a magical world for your child. To find a space where your child can feel and look amazing. That’s why we love to use the #letthembelittle - because when we see girls in their Oobi, we know that they can be themselves, and love how they look and feel in our garments. And that’s what it’s all about! Marching to the beat of your own drum, mixing-and-matching however YOU want, and finding little delights everywhere you look.
We are proud of our charitable program, Oobi-Fy The World. We promise to donate a piece of “Oobi Magic” in your honour for every single new season garment sold. In this way, we pay it forward to a child in need, every single day. You can find out more about our partnerships on the Oobi-Fy The World page.
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Our Ethos is "let them be little" and it's a message that speaks to honesty, openness, fun, exploration, kindness and innocence. "Let them be little" embraces the joy of childhood, the extraordinary power of learning experiences and the honesty and openness of youth.
But you don’t have to be a child to be little… Let us ALL be little...
