TheSuperCool has been part of the South Melbourne Market community since 2013 and is a go-to destination for consciously curated children’s clothing, toys, homewares, and lifestyle goods. What began as a bold travel-inspired idea by Kate and Noonie has become a much-loved local favourite, known for championing style, creativity, and sustainability.

In 2023, we — Jaryd and Bianca  — proudly took the reins, continuing TheSuperCool’s legacy while steering it toward a new chapter focused on ethical consumerism and positive impact.

With backgrounds in social work, education, and child development, we’re passionate about wellbeing, community, and creating a better future for kids, families, and our community. Our mission is simple: to make it easier and more joyful to shop consciously and sustainably. Every brand we stock is chosen for its commitment to people and planet, transparency, and quality.

We believe small businesses can drive big change. As we work toward B Corp certification, we’re deepening our partnerships with local makers, prioritising socially responsible suppliers, and celebrating products that tell stories of care — for the environment, for people, and for the communities that make them.

We are also developing deep connections with our community and the organisations that support them. We are committed to giving back to our community and to Paying the Rent to the Wirundjeri People, the Traditional Owners of the land that we work, live and play.

TheSuperCool remains proudly local, family-owned, and community-rooted. We love our home here in Naarm/Melbourne and are committed to contributing positively to the place we live, work, and play.

Welcome to TheSuperCool — where good design meets good values. Join us as we grow a more sustainable, ethical, and SuperCool community. 🌿