LookaKooka started as a side project and a bit of a creative outlet, a place to play with ideas and reconnect with the Aussie culture I grew up around. The weird stuff, the funny stuff, the things you don’t really notice until they start disappearing. It’s where I experiment end-to-end: brand positioning, visual language, product ideas, ecommerce, content, and how it all actually lives in the real world. Some things land, some don’t, that’s part of the point. Along the way it’s grown into a fully functioning ecommerce business with daily sales, but it’s still very much a personal project. A way to unwind, push myself creatively, and document ideas as much as outcomes, all through a contemporary lens, with a bit of humour and no real interest in taking itself too seriously.