Alexandra Riggs – Oobi
Life Instyle chats with Alexandra Riggs, Creative Director & Designer of Oobi to discuss the brand, how the idea first came about and her brands plan for the future.
Can you give us an insight into your retail brand's history and the journey that led to its creation?
Oobi was founded almost 20 years ago at Glebe Markets and quickly became a much loved children’s label creating ethically made, sustainable garments. In fact, Oobi was one of the pioneers of that movement. I founded the label because of my passion for screen printing and drawing, creating my own bespoke fabrics and using those to mix and match, to create designs that could not be found anywhere else.
What drew you to exhibit at Life Instyle this year, and how does the show reflect your brand’s ethos or aesthetic?
I had to step out of the business for a few years and have come to reclaim the brand and make it what it once was. I started my journey into retail with Reed and Kids Instyle and always had a passion for wholesale and forging relationships with buyers and agencies. Life Instyle facilitates this by creating a space that is aesthetic and curated.
What gap in the market—or personal passion—sparked the creation of your brand?
When I was looking to grow my business and engage some help in manufacturing, the first factory I ever visited was a sweatshop and I was absolutely horrified. I knew from that day that I would never work with a maker that wasn’t ethically and independently certified and who I hadn’t met personally. I worked to ensure that I would form personal partnerships with makers that could help to make my visions come to life and understand the importance of creation, mixing patterns and fabrics, creating screenprints and hand finishing garments. Ultimately, to care as much as we do and to be a part of the process.
What do you believe sets your brand apart in today’s competitive retail space?
We have never followed fashions or trends. Colour, pattern, fun and joy have always been our ethos and we’ve never wavered from that. We always strive to ensure a reasonable price for beautifully constructed garments, that is accessible to most average households, ensuring that beautiful, well made children’s clothing doesn’t have to be out of reach.
Could you share your personal favourite product, and why it holds significance?
It’s hard to pick a favourite - that’s like choosing a favourite child! But I love our cotton knitwear, it’s so vibrant, and amazing quality. Our knits have been our best sellers for 15 years and I think it’s because they move and grow with a child, they are soft and comfortable, wash and wear brilliantly and most of all, are fun!
What were some of the biggest hurdles in starting your brand, and how did you overcome them?
I was in my early 20s and it was really hard to be taken seriously at first, especially when working with distributors and large multi-chain retail stores. But consistency, quality and perseverance paid off and basically just being passionate and responsible, even at that young age, meant that I was able to prove myself and create a business that’s been sustainable and loved for so many years since.
What feedback do your customers frequently give, and what do they appreciate most?
The passion runs high with our customers which is lovely. I think that they appreciate that our clothing is beautifully constructed as patternmaking being a huge focus for us. The fit, comfort and durability are practical issues that are often overlooked in favour of aesthetics with some labels, so I think that mums really love that we take a holistic view of children’s fashion, from the practical, to the aesthetic, to the pure magic.
How did you first get involved with Life Instyle, and how do events like this help?
I think that I started my career as a wholesaler with Reed about 20 years ago and then Life Instyle when that was available. Without the trade shows it would be impossible to meet and connect with buyers from all over Australia and internationally. It also allows us the ability to showcase our collections in a way that retailers can appreciate.
Can you highlight some proud achievements or milestones?
There are too many to mention. A few major highlights were winning City of Sydney Business of the Year, also celebrating our 15th anniversary with a party at the Royal Exhibition Centre in Melbourne. There are other highlights for example being able to donate garments to over 400 individual charities thorough our partnership with Good360, creating bespoke fabric masks for frontline workers during Covid and distributing our pieces to over 15 countries worldwide, knowing we’ve spread a little Aussie colour to happy kids and parents who discover our brand year after year.
Any brands you admire or draw inspiration from?
I always admire a business that is able to keep going even during the peaks and troughs of the retail arena. Anyone who is able to reinvent themselves, move with the times, or even pull themselves back up after hard times, and shine in the face of adversity. I guess ultimately that’s resilience, and any business that starts, succeeds, is optimistic, tries, fails and tries again, has my admiration.
How do you stay in tune with what your customers want as trends evolve?
I think that what customers want, ultimately, is not trends, but to work with a brand that stays true to their core beliefs, their commitments to quality and ethics, and are just good at what they do.
Core values that steer your brand?
We are always ethically made and independently audited by third parties to ensure that what we do not only benefits us, but the broader community. In light of that, we don’t follow trends or chase the mass-market, because fast fashion or disposable clothing is not something that we support. We want to create pieces that a child remembers forever and can pass down to their child too.
What’s next for your brand-and what dreams are you chasing?
We will continue exploring new markets and export, it’s fun for us and broadens our horizons. But most of all, if I get to design clothes for kids and their mums, that is my ultimate dream, and it’s why I still love what I do, every single day, and I always will.
Rapid Fire Questions
Personal motto or mantra?
I don’t really, but I think I’m blessed to be an optimistic person and I rarely get overwhelmed, so whenever things get difficult I am able to push through. I also think if you love what you do like I do, motivation is rarely an issue, and I know how lucky I am to say that.
Dinner with anybody?
David Bowie. He was such a fascinating man, a pioneer, cool, interesting, kind and very easy on the eye. Plus, what amazing fashion sense!
A hobby or interest of yours people might be surprised by?
That I dropped out of the last 6 months of completing my PhD to start Oobi!
Go-to pick-me-up song?
It’s Tricky by Run DMC - I know it’s old skool but it just gets me so worked up.
Advice for someone starting their own journey?
Find someone whose success you admire and listen to them. I’d say that 9 times out of 10 what you’ll find is that they are brave and took risks. And that should always be a reminder that in business, as in life, being brave and taking risks is part of the trip.
