A tight-knit group of soft goods specialists

We’re a passionate group of product designers, pattern makers and developers who genuinely care about clients and their projects. Our industry knowledge and flexible approach allows us to quickly connect the right people and tailor a team to suit each project.


Our story

Having cut their teeth at brands including Rip Curl, Ksubi and Crumpler, designers/mates Kaine Whiteway and Janis Lacey launched Soft Serve Studio – a full service soft goods design consultancy based in Melbourne, Australia.

Backed by years of experience building industry connections and supplier relationships, the duo saw an opportunity to help more brands make premium quality soft goods. Soft Serve emerged from the realisation that big brands need help with big ideas, while smaller brands often don’t have the resources for in-house product developers, designers and patternmakers.

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The team



Kaine has a hands-on approach to development that has garnered him invaluable insights into sourcing and production.



Janis combines a traditional industrial design background with over a decade of experience in the soft goods industry.



Adam is a pattern maker and all-round craftsman. His portfolio is an eclectic mix of technical work and boutique fashion projects.



Russ is the founder and manager of our partner MSA, helping you to find the right manufacturing partnership.

Our values

We work with organisations large and small who share our belief in quality design.

We believe in the power of ethical manufacturing, fair trade principles and sustainable products.

We practice transparency and believe that open communication is the key to developing long term, cohesive relationships with clients and customers.
— Three

Sound like a good fit?


Let’s get started

Got a great idea, or design challenge? Get in touch and we’ll get the ball rolling. We’re fiercely passionate about design, bringing great ideas to life and solving design challenges. Whether you’re a small brand just getting off the ground or an international leviathan we’d love to hear from you.

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