For being the fashion capital of Australia, one thing the most livable city in the country needs more of is Streetwear.
Streetwear is cool. Especially when set against the drab gray concrete and glass of Docklands. That’s where you’ll find SoyToy CLUB’s new HQ: providing an extremely welcome splash of colour, vibes and outrageous styling.
After previously working as Melbourne game dev studio Samurai Punk’s brand manager, Miki founded SoyToy CLUB with Jamie and Mikaela, founders of fashion brand (L)MIRL in 2023.
Jamie and Mikaela made the painful decision to move back to Western Australia in early 2024, which leaves Miki to begin a new chapter in the cultural epicenter.
Last Friday was the official opening of SoyToy CLUB’s new headquarters and mOB were there.
COLIN Magazine was also there. They dangled juicy secrets in front of us like metaphorical media carrots but refused to divulge. The event was honestly the best place to start your weekend. The queue at the front of the store for a 6:30pm grand opening is a real testament to the brand and community Miki has built in two years of operation.
There were incredibly aesthetic bubble tea bottles, alcoholic beverages, live artistry, free tattooing and, the centerpiece of the store, the giant bonsai tree that some may recognise from the huge installation SoyToy CLUB set up at Animaga Expo 2024.
In 2023, SoyToy CLUB traveled all over Australia to 17 separate Expos and Conventions, bringing their “camp little version of Streetwear fashion” to the masses. To say this was successful would be a disservice to the brand. In this short time SoyToy CLUB has opened a space that is as unique as the community surrounding it is wholesome, which was on full display on Friday.
Having been aware of the brand since it popped up in the pop-culture spaces last year, it was incredible to see how quickly this idea has grown, and how the founders have expertly handled its growth.
Now that Miki is heading the company solo, the passion he has for this brand is obvious. I’m excited to see where he takes it.
I highly recommend checking the space out at G11 Star Crescent, The District, Docklands.
Tell Miki mOB sent you.
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