Good vibes and good energy – how Sabbi became this summer’s most sought-after fashion brand
It looks like summer just gained a new uniform, courtesy of Gold Coast-born brand Sabbi. If you’re not familiar with the brand, we can confidently predict that this summer will definitely acquaint you. Best known for its bright, bold and big t-shirts, Sabbi has become a fashion favourite – selling out its new Christmas collection in record time.
Sabbi is the brainchild of Ash and Jase, two Gold Coast locals who launched the company in 2023. A balance of resortwear with streetwear elements, Sabbi was born to celebrate good vibes and good energy.
“If you know us you will know that we try to laugh about most things and don’t take ourselves too seriously,” shares Ash. “We wanted to be able to make people feel good in our clothes.”
Sabbi was launched from the couple’s Palm Beach home last year, before eventually relocating to a warehouse in Currumbin due to the brand’s resounding success.
“We started in our lounge room a year ago. Six months later, when the boxes started filling up the lounge room and the kids room, we knew it was time to get a warehouse so the kids could actually see the TV again,” reflects Ash.
“We hired our first staff member who was my best friend Lisa and then have been chasing our tail ever since.”
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The Gold Coast locale provided the perfect community to launch a brand like Sabbi. “It’s sunny and people are always out and about having fun, so I think our clothes suit the lifestyle here.”
“The sun is usually always shining so people are motivated to get out there and have a crack.”
Sabbi’s collections combine bold colours with bold statements that share Sabbi’s good-vibes-focused values, conveyed through vibrant prints that have been hand-painted by Jase himself. The result is an eclectic look that’s unique from anything on the market, enlivening casual summer outfits with statements like ‘Self-Love Club’ and ‘Improve, Don’t Prove’.
“We wanted to create a feel good movement to spread kindness and colour,” says Ash. “When you wear Sabbi or you see someone else wearing Sabbi, you know they know. Jase always walks past them and gives them his secret (very awkward) love heart sign.”
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The duo’s approach to streetwear has fiercely resonated with their coastal community and beyond. Currently, Sabbi is stocked across the country as well as the United States, United Kingdom and New Zealand.
“We are most proud of the community we have created, when we get the emails or DMs from people saying they finally found their spark again. It just gives us the biggest buzz.”
The @sabbi_thestore Instagram account currently receives hundreds of thousands of views for each Reel, with the comment section flooded with new T-shirt ideas and praise for the founders. It seems not to just be the designs themselves but the duo of Ash and Jase that have resonated with shoppers.
“You are a ray of sunshine and probably don’t realise how much you uplift people,” follower Mish Sand shares.
“You guys are contributing to so much joy for a lot of souls. Keep doing what you’re doing,” Kaz Christie, another follower praises.
“We are a hot mess and have grown pretty quickly,” explains Ash. “But we kind of feel it’s part of our charm. Nothing in life is easy or pretty always and we are no exception.”
After a knock-out year, the Sabbi team are committed to staying true to the vision that they launched the brand with as they gear up for 2025.
“For the future, we want to create more, help more, be a positive change on the world. Make people fall in love with themselves.”
