Our Journey so far.
It all begins with one idea…
One day back in June 2023, Emily and I were midway through a workout when Emily said;
“I wish my jodhpurs were this comfortable”
She went on to describe how when riding, her jodhpurs creep up between her legs, and she's forever re-adjusting them.
Emily & Karli — No Toes Designers
From that one conversation, Notoes Joddies was born.
The idea stayed in my mind as I considered pursuing it. Around Christmas 2023, a close family friend passed away, leaving my parents a small inheritance, part of which they gifted to me.
I decided to use it to make our idea a reality, and by February 2024, I found a small Melbourne business, The Body Beautiful, to help bring our dream to life.
A brand is born
We needed someone to take our ideas, which had evolved from sketches and late-night brainstorming, and turn them into a logo and brand that conveyed our hearts and mission.
Working closely with Kylie from Duosista we developed a look and feel for NoToes Joddies that speaks directly to our customers and allows us to showcase our business.
Slowly, it took shape, becoming more than just a business; it became a brand with a story, ready to make its mark and connect with those who believed in its purpose.
The Book of Ideas
We sketched our first ideas and sent them to Hayley at The Body Beautiful. For months, we collaborated—refining patterns and prototypes until they truly captured our vision for "NoToes Joddies", the brand that inspired our name.
We decided to launch the brand with two designs. The Jessicas (our competition style) and The Bodies (our training style).
Our Styles
The Jessica
Jessica, or “Jessie Bum,” was that reliable second pony—the faithful friend you could count on when your number one wasn’t up to the task.
Loyal and beautiful, she always gave her best at competitions without any fuss—just like our competition-style jodhpurs.
The Bodie
Bodie, or “Bodes,” was a stunner who gave his all in training but struggled with nerves in competition.
That’s why we named our training jodhpurs after him—though, unlike Bodie, these jods won’t get nervous in competition!
Make it
As we worked on designing the patterns, Flora Antonacci, owner of Flora Flers Colab, played a crucial role behind the scenes.
She tirelessly sourced fabrics, printing contractors, and factories to help bring our vision to life.
While we couldn’t find the fabric in Australia, we ensured every other aspect of our jodhpurs was made locally, earning us the right to use the official Australian Made logo.
Supporting Australian manufacturing is a core value for NoToes Joddies, and we’re proud to show that high-quality garments can be produced here, standing shoulder-to-shoulder with the best in the sport.
Testing
Since receiving our first pair of samples, Emily, along with a few riding friends, have been testing them rigorously to ensure they perform exactly as we want before moving to bulk production.
Printing
The next challenge was perfecting the sticky print on the bum. We had to get the stickiness just right whilst ensuring the pattern fits within the limits of the printing process.
After a few attempts and some modifications to our templates we finally nailed it. Perfect colour and stickiness.
And the rest…
To compete with other high-quality brands, a distinctive, "on-brand" swing tag was essential. We partnered with a printer in Perth to keep everything as local as possible, including our pip tags and sizing labels, which we sourced from a company in Melbourne.
