Founded by Kylie Zerbst over 20 years ago, Melbourne fashion brand Obus is definitely one of the city’s most successful. The slightly quirky name comes from the German for ‘trolley bus’ and fits into the overall idea of taking customers for a journey. From the beginning Kylie has been strongly influenced by travel.
“When I was working on my masters in Graphic Design I embarked on my first big overseas trip, to India,” explains Kylie. “I was so enamoured with the colours and textiles of that part of the world, and totally inspired by the handmade nature of everything I saw that I decided to embark on an entirely new journey! I started developing my own textile designs and garments and the very first Obus collection was born.”
Kylie explains that the brand’s concept of going on a journey has always been a part of the Obus DNA: “The concept from the very first collection has been to take our customers on a journey, and along with that the deeper idea of inclusivity – that all are welcome and invited to ‘enjoy the view’. Each Obus collection is influenced by a journey, to destinations both real or imagined, and every piece is designed to help women feel empowered and inspired.
“What started as a ‘one woman show’ – just me – has evolved into a small but dedicated team with a thriving bricks-and-mortar store in Northcote and a busy online store. We work out of a bustling head office/design studio and still manufacture the majority of our clothes locally.”
Kylie says that her inspiration, and those of the team she works with, are “very eclectic”. “From things collected in markets and vintage shops right through to designer runways. Not necessarily just fashion but furniture and objects, people that have amazing personal style. What’s more inspiring for us sometimes is the ethos behind the brand or individual … What they represent within their community, how they are being socially and environmentally responsible.
“We also feel deeply connected to and inspired by our customers! What their experiences are, what they wear, and how they live their lives.”
Fans of Obus are in love with its stunning use of colour and unique prints, all in comfortable fits and classic silhouettes. There is an intrinsic ‘wearability’ with the clothes, a fun and colourful aesthetic with a strong casual edge.
“We make beautiful, practical wearables for modern women. We love colour and bold, conversation-starting prints – which is evident in any of our collections! The prints I design for each collection are exclusive, which makes those pieces extra special,” says Kylie.
“From a design perspective, we are obsessed with quality, longevity and the versatility of the items we produce … What you buy from us won’t just look good for a week or a season, it will continue to make you look and feel great – and mix and match with other Obus seasonal collections – for years to come.”
Like any sensible fashion brand these days, Obus has a strong focus on sustainability in fashion, and the issues surrounding ethical production, says Kylie.
“Obus proudly offers affordable, quality garments to our customers while at the same time supporting local businesses, the Australian manufacturing industry, and social causes we believe in. We produce the majority of our collections – about 80% – in Australia, working alongside family-run businesses,” she says.
“We put a great deal of time and effort into designing timeless, quality garments that will stand the test of time and remain out of landfill!
“Within each seasonal collection, we prioritise the use of organic and natural materials – GOTS certified organic cotton, linen and non-mulesed wool, as well as more recently working with new eco-friendly fibres such as Recycled Rayon and Recycled Polyester. “Each year at Obus we partner with social enterprises and/or not-for-profits in an attempt to impact our local and international community in a positive way,” says Kylie.
While Kylie remains dedicated to Obus, she has also realised that there is more to running a business than producing fabulous clothing that people love.
“It took me many years to realise what my dream was beyond the pure creativity of designing clothing. My dream now is to run a healthy and sustainable business that will always be small enough to be personal. To create an environment both in store and amongst the Obus team where people of different sensibilities can feel comfortable and respected,” she says.
“We’ve recently extended our size run, something we’ve been working towards for a long time. One goal that’s front of mind at the moment for us is continuing this journey, making Obus accessible for more to love!”
“Obus began over 20 years ago now! A huge milestone we’re so proud to have reached. After these past tough pandemic years we are so excited to see what the next few years will look like for Obus.”
You can shop Obus online at obus.com.au, or in person at the Obus Northcote store located at 285 High Street, Northcote VIC 3070. Follow the brand on Instagram at @obusclothing.
Discover more interesting independent Australian fashion brands in our list of Brands & Designers.
