The Ethical Children's Clothing Brand That's Perfect For Play

When you look at the photos adorning the Oobi Baby website, you're immediately taken back to a time where dance recitals, street cricket and ice cream cones were the only things occupying our minds each day.

The colours, the fabrics, the happy faces, it's enough to make you forget about the state of the world for a moment and transport yourself back to your childhood, and revel in the simplicity - and loveliness - of it all.

What makes Oobi Baby clothing different?

We caught up with Oobi Baby founder, Alex Riggs, about what sets Oobi Baby apart from other children's clothing brands, why parents love dressing their kids in the outfits, and which charities they choose to partner with.

What was the dream behind starting Oobi?

"When I founded Oobi it was a little bit ‘by accident’ because I was training in screen printing. At the time, I was working for both of the major department stores but I knew I wanted to do something for myself. My passion lies in creating beautiful prints, (particularly little girls dresses) and also in adding colour into everyday life. My designs are all about happiness and joy, and my artistic style is very ‘child like’ so creating prints for kids was perfect for me and for my dream of creating a bright and shiny world."

Why do you think it’s so popular with mums and dads?

"I think mums and dads appreciate how thoughtfully designed our ranges are. We know that limited budgets mean that mix-and-match is so important. It means that you need to buy less, and can still create a huge impact. 

I also think that mums and dads respond well to our ethics, our sustainable practices, and our commitment to creating quality, washable garments that last. Oobi is handed down from sister to cousin, brother to brother, friend to friend - some of my pieces from the very first collections 20 years ago are still being handed down and worn, after so many years of washing, wearing and loving. This means less landfill, less waste, and also it’s a great economical choice for any parent.

Finally, I think it’s clear when you look at Oobi you can see that each piece is created with love and joy in mind. I think that anyone can see that our collections are designed to suit every child and that they’re made to make children feel comfortable, inspired, special and unique."

Why is ethical production so important to you?

"Spreading joy through your own community is so important, but spreading joy throughout the world is even better. When the people who work for you love what they do, are happy, well paid, well treated and love their jobs, it comes across in the garments. You can see that no corners are cut, that someone has made the garments with love, and happiness too. If you have the opportunity in life to make someone else’s life better, then you should always take it."

Is Oobi a good choice for occasionwear?

"Absolutely! While our garments are not ‘fussy’ they are elegant. Our production manager used to work in bridalwear so he knows all about fit and construction - and has trained and worked in the industry for more than 20 years. A beautifully made, well-fitting and good quality garment ALWAYS looks ready for a party. Even our shorts and tees have a festive appeal and can take a child from the beach to a party any time. Of course Oobi has been worn at so many weddings and our floral dresses are perfect for flowergirls who want to look unique and feel wonderful."

Which charities does Oobi partner with?

"Oobi works almost exclusively with Good360 which is an amazing charity that assists THOUSANDS of Australian charities to take what they need and what they WANT. The best part about Good360 is that they don’t just give random ‘excess stock’ or ‘charity stock’ to those in need, they actually ensure that needs are truly met. In that way, we’ve managed, through them, to donate thousands of face masks to front line workers, for example, or homewares to foster parents who want to decorate a bedroom, or children living on the poverty line who have never had anything new for themselves - never opened a gift, never had a dress just for themselves. Good360 have helped us to distribute hundreds of thousands of dollars worth of toys and garments to Aussie kids in need - something we never could have done alone."

What is Oobi’s style ethos?

"We’re about being unique, individual, bright and always standing out in the crowd. You can spot an Oobi Child anywhere - from the hats on their heads to the socks on their feet."

Why do you think kids love wearing Oobi so much?

"We’re all about joy, fun and movement. Clothing designed to make children happy. There’s always a secret to discover, almost always a pocket or a trim or a secret treasure to find. Our garments are designed to be comfortable too - soft, tactile and easy to wear. This is so important for kids and our use of high-grade 100% cotton means that there are no ‘itchies’ or discomfort."

How many collections do you release a year and when can customers expect to see them?

"Having an online presence with oobi.com.au means that we can create whatever we want, whenever we want! This is fantastic for me because I love to design, and I never run out of ideas 🙂 

That also means we can not only release the ‘four seasons’ but we can do special VIP or exclusive drops, fun collaborations, one-offs or new releases whenever we like. 

However, a few things you can ALWAYS expect from us is that we create sun protective swimwear, hats and shoulder-coverage in summer (sun protection is SO important!) and amazing knitwear, warm but comfy clothing and ‘no-itch’ cotton socks and tights in winter. You can always rest assured we’ll bring out the most amazing, festive dresses for Christmas and the holiday season and of course, bunnies every Easter! These are definitely non-negotiables."