SoyToy Club brings new energy to Docklands

Since 2023, SoyToy Club has been injecting colour and life into Melbourne’s Docklands with its creative streetwear brand.

Nestled in The District, this youthful brand aims to redefine what Docklands represents, bringing in a fresh and vibrant atmosphere. 

Co-founded by Miki, Jamie, and Mikaela, the brand launched in early 2023 after a series of pop-up stores around Melbourne. 

“It’s such a beautiful place, geographically interesting, but I think it’s also the sleepiest part of Melbourne, though in a good way,” Miki said.

In his thirties, Miki sees the potential for growth in the area and believes that the SoyToy Club brand and their collaborations with neighbouring new retail shops can contribute to its transformation.

“Docklands needs more young brands to elevate it,” he said.

“Together, we’re trying to reinvigorate the area.”

SoyToy Club is more than just a fashion label, it’s a creative collective. Miki, who previously worked as a brand manager for Samurai Punk, teamed up with Jamie and Mikaela to break down barriers in the streetwear scene. 

The trio wanted to make fashion more inclusive and transparent, creating a community-centred brand. “We wanted to bring a bit of youthfulness, colour, and energy to Docklands”, said the heart of the SoyToy team.

The store itself reflects this playful philosophy. Gender-neutral designs are crafted in sizes ranging from XS to 5XL. The clothing features dropped shoulders and boxy fits, emphasising comfort for all body types. 

The shop’s interior, with its anime-inspired décor and a cool rap playlist in the background, creates a welcoming environment for everyone. “We don’t exist without our community,” Miki stressed, noting that the shop aims to be an “ego-free zone.”

SoyToy Club is also about engagement. Miki and the team throw monthly events, aiming to foster personal connections with their customers.

Their first major collaboration with the iconic anime character Astro Boy is set to launch on November 29. The celebration will include a free event at the store, complete with music, free tattoos, and drinks for around 150 guests.

“We want to bring human interaction back, especially post-COVID,” Miki said, adding that the shop serves as a safe space where customers are greeted as friends. 

For Miki, SoyToy Club is more than a business—it’s a movement built on joy, creativity, and inclusivity. •