Loved locally + globally with over 250 five star reviews. Visit us online or in-store!

own(s)it! and always add colour!



So what is ownsit?

ownsit! is a heart + soul led fun filled brand offering Fun, Fierce and Feminine size inclusive fashion for females. With a mix of Handmade in Melbourne, ethically sourced and wholesale clothing, you’ll be sure to find something you love.

ownsit! was founded in 2017 by Anna, a neurodivergent mum of two. Leaving her career in Social Work & Criminal Justice to fulfil her creative desires (Your reminder to follow those signs because your dreams are calling). With a love for bright, bold and beautiful designs. Anna has created a femininely feminist brand and a community of wonderful women who appreciate the ownsit! ethos and style.

Starting on the kitchen table at her home in Melbourne to a recently opened store in Coburg. Our small team of women take pride in creating the highest quality garments. Amongst making amazing threads, we spread positivity wherever we can.

This is ownsit! So glad you're here x

We all have a story, right?

Here’s how the first product came about for ownsit - The Eighteen Jacket! We think we have life all planned out, but really life has the plan for us.

On May 12, 2013 my 23 year old brother, Tom crossed over to live on the other side of the stars. His special number was EIGHTEEN. Since a boy he wore the number EIGHTEEN on his footy jumper.

You see, EIGHTEEN days after he passed – I returned to work. Best thing to help myself. 

It was 30 May 2013, mid afternoon. My office was secluded upstairs with no foot traffic and definitely no chatty voices passing through the hallway of the weary old building.

I sat at my desk in a blur, fighting flashbacks of the past EIGHTEEN days with tears dripping down my face. As luck would have it or life had already planned, on my screen pops up an annoying advert – Enter this game show to win. Normally I’d never entertain this but the distraction was perfect. I filled out the obligatory details and guessed my way through a questionnaire.

Then I rolled on – with my tears.

Life went by slowly, sadly, weirdly for months. I’d totally forgotten about the tv entry. Fast forward three years. Here we are on the EIGHTEENTH of April 2016. I receive a text – [We have received your entry for the game show and would like to invite you in for the first round of auditioning, please contact if you wish to proceed]

Has to be a scam? BUT I felt this overwhelming urge to call the number. Can you come in next month for first round auditions? Ok, I said. Great – we will email the details. The date was set.

A month later I am at Swimburne Uni in Hawthorn testing my general knowledge. I’m shit at sports and movies so of course they weighed heavily on those questions. Of the 200 plus people in the room more than half bombed out. Including me by one.

As luck would have it or life had already planned, a producer singled me out to progress to the next round. You bet your ownsit! jacket there were fist pumps. 

The next stage was paperwork bloody paperwork and the TV audition. Once done, I was told to wait and see if invited as a contestant. The waiting game now on. To my luck or maybe life had already planned, I received a call confirming my place on the show one month later.

One of the many requests as a contestant was to wear something bright. Bright? Should be easy, I don’t own anything else.

A canvas tee pee cover in a Laura Blythman print seemed like the perfect fabric to make a jacket. So that’s exactly what I did to wear on the show.

The morning of was hectic. A teething ten month old was about to be left by both her parents for the first time all day. We almost didn’t get to the show! I already run a late clock and traffic was bloody terrible. So close to pulling the pin.

It was a full day of filming. We were locked indoors for 11 hours and sat through eight screenings of the show. I was in screening six.

Luck or maybe life had already planned, my experience on the show delivered the best possible outcome. The fruition of this brand. 

I’d meant to get in touch with Laura prior to going on air to give the heads up I’d made a jacket from her print. But that task got lost on my to do list.

The following day Laura posted on her socials, in an attempt to track down the girl who wore her print on a jacket on TV. Ahh GEE – she might be savage but in fact her response was the total opposite and that was the start of something cool for ownsit!

Was it luck or maybe life had already planned?  If you are asking me, it was all in the hands of, Tom. EIGHTEEN – A jacket with edge, a curved edge – wouldn’t have happened without him calling the shots from above.. x