Knobby began as a bold direct-to-consumer idea at a time when subscription commerce was still unproven in Australia. From the outset, the brand stood for quality, creativity and a sense of play, offering limited-edition underwear designs delivered monthly to a fast-growing and highly engaged audience.

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I was involved in the early foundations of Knobby, contributing to the development of its visual language, tone of voice and original textile designs. The work was driven by a genuine love of making. Translating ideas, humour and small narratives into repeatable, wearable patterns felt both intuitive and freeing. Underwear offered a uniquely personal medium, expressive yet removed from the pressures of fashion cycles or external judgement.

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That early creative groundwork helped establish Knobby’s distinctive identity and emotional resonance. While the business has since scaled into a nationally recognised brand with a strong subscription model, retail footprint and ongoing innovation, the original design ethos remains evident. What began as a passion-led exploration of textiles and storytelling continues to underpin the brand’s creative DNA.