We'd like to introduce you to Loobie's Story if you haven't already met! Loobie's Story is yet another fantastic brand from New Zealand, founded by Laurinda Sutcliffe and her husband Brett. The story goes, while sitting at their dining table, with a series of serendipitous events and the desire to create something of their own, Loobie's Story began. With more than 20 years of experience between them working in the fashion industry, it seemed it was a no-brainer that they should join forces. Now more than a decade on, Loobie's Story has gone from strength to strength, continuing to create beautiful feel-good, uplifting, and feminine collections.

Loobie's Story is all about understated glamour, beautiful prints, joyful colour, and natural fabrics like easy-care viscose, silk, and perhaps the ultimate combination of opulence and practicality. Inspired by travel and a boho aesthetic, you will find many of Loobie's pieces are timeless that will see you wearing them for many seasons to come. Not to mention the versatility of their pieces which can be worn casually by day or dressed up by night.

Now, I've got to tell the gorgeous story behind the name, Loobie's Story. In a nod to Linda's business partner, they named it after the nickname Brett affectionately made up for Laurinda when they first met, inspired by a blonde, blue-eyed little girl in an advert for washing powder – someone Brett thought Laurinda might have looked like when she was a little girl. We LOVE this story!

A key fact about Loobie's Story is their ethical and considered approach to how they run their business, which is a commendable aspect of their brand, especially in this current climate the fashion industry finds itself in globally. They have outlined a clear standpoint and codes of conduct to which they adhere, with Laurinda herself stating "I care about the environment and I didn’t want to churn out collections that would last for only one season and then end up as landfill." - Laurinda Sutcliffe. This intention Laurinda set out with from the very beginning of Loobie's story. You can read a little more about this aspect of Loobie's Story on our Ethics and Sustainable blog.

The latest Spring 21 collection, Botanica, is everything we've come to expect and more from Loobie's Story. Botanica certainly embraces the 3 key aspects we absolutely love and rely on Loobie's Story season on season. Let's take a look at these key pieces and how you can style these into your current wardrobe.

Indeed, you can always count on a beautiful, vibrant floral print within Loobie's Story's collections. From pressed florals, soft bouquets, contrasting blooms and bold boho floral prints, there sure to be one that you fall in love with. Usually you can find an array of floral prints across many style categories such as dresses, blouses, shirts, tops and skirts. Styling these beautiful floral prints back into your existing wardrobes is a breeze, simply pair one back with your go-to denim, a block colour maxi skirt, dress them up or down with a pair of comfy sneakers or a gorgeous summer sandal or heel.

What we truly love about Loobie's Story is within their collections they have designed perfect, complete outfits, making our lives a whole lot easier. Essentially creating an instant versatile wardrobe to mix and match to create many looks, only with a few styles. Not mention styling these pieces back with your existing wardrobe essentials. Be inspired by Loobie's and and take their leading, wearing one of their many stunning floral printed dress with a beautifully tailored jackets and those must have ankle boots. Loobie's Story certainly has you covered for any occasion, dress it up or down.

If we’re being honest, boho style is one of those aesthetics that never truly goes away. Sure, you may associate specific designs, silhouette, motifs and style but Loobie's Story has created one of their own. A beautiful Loobie's Dress has got to be one of oue favourite pieces for summer, they just do it so well! From sheer prints, to soft cotton blends, floor swiping length to relaxed silouettes, Loobie's Story truly has your every desire covered in finding the perfect summer dress. Again, you cant go wrong with a stunning boho style dress, effortlessly creating a stylish outfit for all occasions.

I'm sure by now you can tell, we're a little obsessed with Loobie's Story here at O'Brien's. Be sure to browse through Loobie's latest collection online and in-store. If you have any furthers question about Loobie's Story you can also reach out to us via, email, phone or live chat.

Happy shopping x