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How we began

Oishi-m [Oy-shee-em] began life in 2006, one hundred sleepless night’s into a new mum’s life, clinging to the edge of normality. It was there in the abyss of ‘new-baby-land’ and midway through a cloud of home renovations, that Oishi-m was founded. Uninspired and frustrated with the stock-standard frilly pinks and baby blues found on the High Street, Oishi-m was born from a passion to create a fashion-forward childrens’ clothing line for infants and toddlers. Oishi-m was the result, Oishi = yummy in Japanese and m = for the mini one in your life.

In the years since, Oishi-m has evolved into a thriving Australian business in Torquay in Victoria’s Surf Coast. We have a unique philosophy of producing limited edition garments, designed to make little munchkins look and feel amazing, and to last through their never-ending growth spurts. Our garments often sell out in a matter of minutes once released, and blue-chip loved Oishi-m pieces have been known to sell for multiples of it's original price.

We relish in seeing the world through the eyes of a child and are privileged to share in milestones within our community. We love welcoming first time parents, herds of toddlers, pregnant mumma’s, excited aunts and bewildered dads into our shop; we love seeing bellies grow and hearing when the baby’s been born; we love cooing over newborns and selecting outfits for birthdays. But our faves are the grandparents who glow with the news of their growing brood of grandkids declaring “we’re pregnant!”

We are a growing team with a wealth of expertise in the retail trade and surf industry. We are parents who juggle life, bear the brunt of tantrums on the way to school drop-off, live half a day before we even get to work. We have a passion for the product with the added flexibility of working around family. Coming to work is our safe, happy place, where there’s breathing space with fresh flowers, time for a hot cup of tea (that does get finished) and a 3pm choccy fix.

Oishi-m is designed for playing, jumping and exploring the world. Our garments splash amazing fabrics together to create funky unique garments for children 3 months to 6 years old. Little people can vary in size, shape and growth rates so our Torquay designed products accommodate these variances catering for both Skinny Mini's and the Chubba Bubba’s. We live in the outdoors and have a great appreciation for the environment. We produce the opposite of fast throw away fashion. Oishi-m garments are designed for functionality and comfort, designed to endure hand-me-downs, and give each wearer a lasting, positive experience.