Obi creates contemporary New Zealand womenswear with a sharp, unexpected edge. Designed locally by Jon Dyball, the brand is built on deliberate contrasts: pairing structured, architectural shapes with fluid draping so each piece moves effortlessly while maintaining a clean, refined silhouette. Grounded in over 30 years of design experience, Obi avoids fleeting trends in favor of understated lines, custom textiles, and a subtle sense of drama.
The collections are versatile enough for both work and evening wear, with a strong focus on fit and inclusivity across sizes 8 to 22.

Jon Dyball’s path to fashion design began in the rural Bay of Plenty. While other kids played soccer, Jon was busy learning the fundamentals of tailoring, cutting, and patternmaking from his grandmother. To this day, he still uses her original sewing machine to develop his collections.

Driven to find larger opportunities in the fashion industry, Jon moved from Rotorua to Auckland at 16. He found a home on Ponsonby Road at a local boutique, where mentor Susan of Susie Bear introduced him to the realities of commercial apparel design. His career moved quickly; by 17, he was already patternmaking and producing custom evening wear and bridal gowns for private clients.

Jon later spent 11 years mastering tailoring and premium fabrics at Working Style Menswear. A decade ago, seeking more artistic freedom than traditional menswear allowed, he transitioned into women’s apparel and established the Obi label.

While Jon travels internationally to source ideas and materials for his seasonal collections, the heart of the business remains close to home. He regularly travels across New Zealand to collaborate directly with the independent boutique owners and retailers who bring the Obi aesthetic to life.