Sydney fashion label Noobiie is wrapping up renovations of its King Street, Newtown flagship this week, with the store set to open this weekend.
Opening to the public on Saturday, July 11, the new flagship expands beyond the traditional retail model, with the founders adding a café to the space, alongside curated music programming and a series of community-led experiences.
Founded by husband-and-wife duo Gus Brown and Linda Sanday-Brown in 2022, Noobiie began with a single self-designed oversized T-shirt and grew organically through Sydney's creative community.
Located toward the city end of Newtown’s main strip, the founders say the store format was inspired by international concepts such as Aimé Leon Dore and Kith. The strip is generally home to niche and independent retailers, including the likes of Urban Society, Mary Kate, Status Anxiety, Dangerfield, Afends, Uturn and Industrie.
Coinciding with the opening is the launch of Noobiie's Winter 2026 collection on July 7, covering wardrobe essentials alongside a stronger push into accessories, with the release of new nylon sport totes and suede totes.
Meanwhile, the Noobiie Café will serve locally roasted coffee alongside a curated menu of signature drinks, including The Blank, The Static Matcha and The Heavyweight.
To celebrate the opening, Noobiie will host a series of in-store activations across opening weekend, including 100 complimentary coffees, complimentary tote bags with purchase, fineline tattoos with purchases over $150, complimentary florals while stocks last, a $500 Noobiie gift voucher giveaway, and an ASICS SportStyle giveaway across qualifying purchases.