Blog Posts

As the days grow warmer and the water calls, it’s time to outfit your family for summer adventures. At Innocence & Attitude, we believe swimwear should be fun, comfortable, long-lasting, and made to move — whether it’s for swimming lessons, beach days, river trips or backyard sprinkler fun.

And the best part? When you shop with us, you’re not just choosing great swimwear — you’re supporting a small, locally-owned business that puts heart into every single order.

Designed to Last — Because Kids Live Life Loud

Kids don’t sit still, so their swimwear shouldn’t give up on them.

That’s why we stock leading Australian brands known for:

·       Durability

·       Shape retention

·       Sun protection

·       Age-appropriate fit

·       Comfortable stretch

·       Easy wash and wear

These aren’t “wear it for one summer” kinds of swimmers. They’re built for swims, slides, cannonballs, cartwheels, and all the fun.

For the Boys

From bold prints to classic neutrals, our boys’ swimwear is designed to be cool, comfortable, and sun-safe

Choose from:

·       Rash vests (long or short sleeve)

·       Swim shorts and boardies

·       Jammers for training or school programs

·       Featuring brands like:

·       Industrie Kids – everyday cool with a relaxed fit

·       Santa Cruz – durable construction cool designs for active boys: beach, pool, skate park crossover

·       Munster Kids – for the fearless, fun, outdoor kid

·       Funky Trunks – chlorine-friendly for swim lessons and squad

There’s a style to suit every vibe.

For the Girls

We focus on age-appropriate fit and comfort because confidence matters.

Our girls’ swimwear includes:

·       Full-piece suits

·       Rashies & sets

·       Paddle- and surf-style long sleeves

·       Bikini and tankini sets for older girls

·       Swim hats for sun protection

·       Swim board shorts

With favourites from:

·       Seafolly Girls

·       Funkita

·       Minihaha

·       Santa Cruz

Soft fabrics, gorgeous colours, and cuts that allow kids to play, swim, float and be free.

Period Swimwear That Changes Everything

Whether for school swimming, surf carnival, beach trips or lessons — periods shouldn’t mean sitting out.
We proudly stock:

·       Love Luna & Eltee period swimwear
Reliable, comfortable, discreet — and life-changing for tweens and teens.

And Yes, Teens/Ladies — We’ve Thought of You Too

We currently offer Funkita basic one piece swimwear from size 6 to 18. And yes, period swimwear by Love Luna is also available in sizes 8-10 to 18-20.

Supportive cuts, flattering shapes, soft stretch fabrics.

Ladies swimwear is something we are looking at expanding at Innocence and Attitude for Summer 2026.

Feel comfortable in your body, in the water, and around your kids.

You deserve it.

Why Shop Local?

When you choose Innocence & Attitude, you’re supporting:

·       A small Swan Hill business

·       A locally-owned, woman-run store

·       Someone who knows brands, sizes and fits personally

·       A business that cares about community, connection and confidence

We’re here to help you find swimwear that:

·       Fits well

·       Feels good

·       Lasts the season (and the next!)

And if you ever need help with sizing, just message. We’re always happy to guide you.

Pop in store to try on, or shop online anytime.

Located in Swan Hill
Fast shipping Australia-wide
Afterpay & Zip availabl

Let’s make summer memories — comfortably, confidently and colourfully.

The holiday season is one of the most magical times of the year. From twinkling lights to festive family gatherings, there’s so much to look forward to. But if we’re honest, it can also be one of the busiest and most stressful times, especially when it comes to shopping for gifts. That’s why starting early is not just smart, it’s the best way to make sure your Christmas is full of joy, not last-minute panic.

At Innocence & Attitude, we believe that Christmas should be about celebration, not stress. And with our full range of clothing and gifts for babies, kids, teens, men, and women, we’ve made it easier than ever for you to find something special for everyone on your list.

The Benefits of Shopping Early

There’s a certain peace of mind that comes with knowing you’ve already ticked off your Christmas shopping list. Shopping early means:

·       Avoiding the December rush: No more crowded stores, long queues, or that dreaded “sold out” sign.

·       More thoughtful choices: When you’re not rushed, you have time to choose gifts that truly suit the person.

·       Spreading out the budget: Buying a little at a time now can take the pressure off your December finances.

·       Enjoying the season: With your gifts wrapped and ready, you can sit back and soak up the Christmas spirit without worry.

       And to make early shopping even easier, Innocence & Attitude offers Afterpay both in-store and online, so you can shop now, pay later. That means you can secure your favourite pieces before they sell out, spread your costs over time, and still enjoy a stress-free lead-up to Christmas. Shopping smarter doesn’t just save time; it makes the holidays that much sweeter.

Shopping for Little Ones? Talk to Their Big Person

If you’re buying for babies or kids, one of the best tips we can give is to check in with their “big person” first, whether that’s a parent, guardian, or carer. Children grow fast, and the sizing can sometimes be tricky to guess. Not only will this help you get the right size, but it will also make sure you’re choosing something that matches their style and personality.

A quick chat can save you from doubling up on toys or clothing they already have, and it also shows that you’ve put extra thought into your gift. Whether it’s a sparkly dress, a cool graphic tee, or some trendy sneakers, nothing beats seeing a little one’s face light up when they open a present that’s just right.

Something for Everyone – Now Including Men’s and Women’s Wear

This year is particularly exciting for us at Innocence & Attitude because our store has grown! While we’ve always been known for our fun and stylish children’s collections, we’re now offering men’s and women’s wear too. That means you can tick even more names off your Christmas list in one go.

Shopping for the whole family has never been easier. From the tiniest newborn outfit to on-trend looks for Mum and Dad, we’ve got it all under one roof. And let’s be honest, Christmas shopping is always better when you can do it all in one place.

Not Sure What to Buy? Gift Cards to the Rescue

Sometimes the perfect gift is letting someone choose for themselves. If you’re still unsure, or if you’re buying for a picky teen or a hard-to-shop-for relative, our gift cards are the ideal solution. Available in-store, they take the guesswork out of gift-giving and guarantee your loved ones will get exactly what they want.

Don’t Forget the Finishing Touches – Earrings and Cards

Of course, Christmas isn’t just about the big gifts. Sometimes it’s the small, thoughtful touches that mean the most. While you’re shopping in-store, make sure you check out our gorgeous range of earrings and greeting cards.

Our earrings are affordable, stylish, and ready to gift; perfect as stocking stuffers, Secret Santa surprises, or a little something extra to make your present stand out. Pair them with one of our unique cards, and you’ll have a gift that’s ready to pop straight under the tree.

Make Christmas Stress-Free This Year

The lead-up to Christmas doesn’t have to be a blur of stress and last-minute shopping. By starting early, you can enjoy the season as it’s meant to be: relaxed, joyful, and full of special moments with the people you love.

At Innocence & Attitude, we’re here to help make your Christmas easy, stylish, and fun. With clothing for all ages, Afterpay for flexible payments, gift cards for those hard-to-buy-for moments, and gorgeous extras like earrings and cards, we’ve got everything you need to make this year’s celebrations magical.

So why wait until December? Pop in now, start your shopping list early, and let’s make this Christmas one to remember.

Spring is finally here, bringing with it sunshine, colour, and the perfect excuse to refresh your wardrobe. At Innocence & Attitude, we’re embracing the new season with styles that capture the vibrancy of Spring while keeping comfort, versatility, and timeless appeal at the forefront. Whether you’re shopping for babies, kids, teens, women, or men, we’ve got something that fits perfectly into every wardrobe.

Kids: Playful, Bright & Comfortable
Spring is all about fun, and for the little ones, that means bright colours, lightweight fabrics, and easy-to-wear outfits that keep up with their adventures. Think playful tees, mix-and-match shorts, dresses in cheerful prints, paired with a comfy sneaker or sandals. Our clothing ranges are designed to make mornings simple for parents and exciting for kids, to withstand busy daily activities. Style and practicality rolled into one.

Tweens: Cool & Confident
Tweens love fashion that feels just a little more grown-up, while still being easy to move in for school, sport, and social fun. This season is all about co-ord sets, denim staples, and sporty-inspired pieces. Bright hoodies layered over tees for cooler mornings and skirts or shorts for the afternoons make for effortless style. It’s about finding that balance between playful and polished. Perfect for a growing sense of independence.

Teens: On-Trend with Timeless Twists
For teens, Spring fashion is about expressing individuality. Expect to see a mix of oversized tees, wide-leg pants, and fresh graphic prints. Dresses and skirts are being reimagined with bold patterns and airy fabrics, while denim remains a year-round favourite. At Innocence & Attitude, we focus on offering trend-forward pieces that won’t feel outdated in a month—perfect for building a wardrobe that grows with personal style.

Women: Effortless Elegance for Every Day
Spring wardrobes for women are embracing flowy dresses, soft tailoring, and everyday comfort with a chic twist. Neutral tones and fresh pastels are making a big comeback, while bright pops of colour add personality. From day-to-night pieces to casual weekend wear, our new arrivals are designed for busy lives that still deserve a touch of style. Breathable cotton tees, lightweight trackpants, denim in a variety of styles, statement making tops and easy wearing flowy dresses. Versatile layers that keep you feeling confident no matter the occasion.

Men: Modern Staples with a Classic Edge
For men, Spring is the season of clean lines and fresh fits. From casual tees, shorts in various styles and cuts, to chinos and lightweight shirts, perfect for layering. The focus is on versatile staples that work from backyard BBQs to evening catch-ups. Our new menswear arrivals celebrate Australian designers and deliver styles that balance comfort with a polished look—because timeless doesn’t mean boring.

Why Innocence & Attitude?
At Innocence & Attitude, fashion is about more than keeping up with trends; it’s about finding timeless pieces that make you feel good every time you wear them. From kids to adults, our collections are designed to last beyond the season, giving you styles that are both on-trend and enduring. So, this Spring, step into Innocence & Attitude and discover fresh fashion that grows with you, your family, and your lifestyle.

Shop the new season arrivals in-store or online today and find your Spring style!

Running a business teaches you a lot—but not always in the ways you expect.

When I first opened Innocence & Attitude in 2017, I knew it would be hard work. I knew it would demand long hours, sacrifice, and learning on the fly. What I didn’t expect was one of the most brutal truths: you won’t always be supported by the people you think will show up.

That was a tough pill to swallow.

Support doesn’t always come from family or friends. More often than not, it comes from complete strangers—customers who walk through the door, locals who spread the word, and fellow business owners who understand the hustle. And honestly? That kind of support is powerful. It’s raw, genuine, and it fuels you on the days when you’re questioning everything.

I’ve learned that to survive—and thrive—you have to be willing to evolve. You have to keep learning, trying, failing, and adjusting. Business doesn’t stand still, and neither can you. The retail world in particular changes so quickly, and staying relevant means keeping your finger on the pulse while still staying true to your own style and values.

One of the most important things I’ve come to understand is that you don’t need all the answers to get started. So many people hold back from starting their dream because they feel like they’re not “ready.” I can tell you right now: no one’s ever really ready. You learn as you go. And sometimes, the only way to figure something out is to take the leap and work it out along the way.

Mindset, more than anything, has been the biggest game-changer. There are going to be hard days—quiet sales weeks, stock delays, unexpected setbacks—but if you stay grounded in your why, you’ll always find a way forward.

That’s what keeps me going.

I’ve also learned the value of trusting my instincts. When it comes to curating the store and making decisions with all aspects of the business.  From shop design, staffing to choosing brands. I go with my gut! If I love it, know its quality, and think it will resonate with our community, I’ll back it. I always look for pieces that reflect versatility, individuality, and something just a little bit different. Because I know the people who shop with us are looking for more than just another outfit—they’re looking for something that feels like them.

There have been seasons of challenge and moments of magic. But every part of this journey has taught me something, about business, yes, but also about myself. The confidence, resilience, and adaptability I’ve built along the way have become just as valuable as any financial win.

So, if you’re sitting on a dream and waiting for the “perfect time”? Let this be your sign: the timing will never feel perfect. But if your heart is in it, and you’re willing to learn as you go, you’ll be more ready than you think.

Thanks for reading along as I’ve shared the story behind Innocence & Attitude over the past few months. I’ve got more stories and updates to come, so stay tuned for what’s next. The journey is just getting started.

Running a business teaches you a lot—but not always in the ways you expect.
When I first opened Innocence & Attitude in 2017, I knew it would be hard work. I knew it would demand long hours, sacrifice, and learning on the fly. What I didn’t expect was one of the most brutal truths: you won’t always be supported by the people you think will show up.
That was a tough pill to swallow.
Support doesn’t always come from family or friends. More often than not, it comes from complete strangers—customers who walk through the door, locals who spread the word, and fellow business owners who understand the hustle. And honestly? That kind of support is powerful. It’s raw, genuine, and it fuels you on the days when you’re questioning everything.
I’ve learned that to survive—and thrive—you have to be willing to evolve. You have to keep learning, trying, failing, and adjusting. Business doesn’t stand still, and neither can you. The retail world in particular changes so quickly, and staying relevant means keeping your finger on the pulse while still staying true to your own style and values.

One of the most important things I’ve come to understand is that you don’t need all the answers to get started. So many people hold back from starting their dream because they feel like they’re not “ready.” I can tell you right now: no one’s ever really ready. You learn as you go. And sometimes, the only way to figure something out is to take the leap and work it out along the way.
Mindset, more than anything, has been the biggest game-changer. There are going to be hard days—quiet sales weeks, stock delays, unexpected setbacks—but if you stay grounded in your why, you’ll always find a way forward.
That’s what keeps me going.

I’ve also learned the value of trusting my instincts. When it comes to curating the store and making decisions with all aspects of the business.  From shop design, staffing to choosing brands. I go with my gut! If I love it, know its quality, and think it will resonate with our community, I’ll back it. I always look for pieces that reflect versatility, individuality, and something just a little bit different. Because I know the people who shop with us are looking for more than just another outfit—they’re looking for something that feels like them.

There have been seasons of challenge and moments of magic. But every part of this journey has taught me something, about business, yes, but also about myself. The confidence, resilience, and adaptability I’ve built along the way have become just as valuable as any financial win.
So, if you’re sitting on a dream and waiting for the “perfect time”? Let this be your sign: the timing will never feel perfect. But if your heart is in it, and you’re willing to learn as you go, you’ll be more ready than you think.

Thanks for reading along as I’ve shared the story behind Innocence & Attitude over the past few months. I’ve got more stories and updates to come, so stay tuned for what’s next. The journey is just getting started.

People often ask me what a “typical” day looks like running Innocence & Attitude—and the truth is, no two days are ever the same. But if there’s one word that sums it up, it’s busy.

I usually start my day around 7.15am, and it rarely winds down before 10.30pm (sometimes even later). Like most working parents, my mornings are a whirlwind of making sure the family is sorted: housework, pets, meals, kids’ rosters and appointments, learner driver hours, and making sure my husband and I are on the same page for the day ahead. And then, it’s into full business mode.

I work six days a week in the shop. The doors open at 9am and most days I’m there until 5.30 or 6.30pm. And even though the store is open to the public during that time, there is so much that goes on behind the scenes. Customer service, steaming and displaying stock, processing online orders, replying to messages and emails, scheduling social media content, organising staff, ordering and receiving stock, doing payroll, paying bills, data entry... the list is long and constant.

And if that wasn’t enough to keep me on my toes, I also handle the day-to-day admin for our family’s other small business—our pest control company. Yep, two businesses, one very full inbox!

But here’s the thing: I love it. I love the variety, the chaos, the people, and the challenge of building something meaningful. I love watching customers walk in and light up when they see something that makes them feel good. I love catching up with reps, photographing new arrivals, and creating a space that reflects both who I am and what I stand for.

There’s a lot of strategy and intention behind everything, from the brands we stock to how we merchandise the floor. But there’s also a lot of heart. I genuinely enjoy the connection side of this business. Whether it’s helping a Mum find the perfect outfit for her teen or watching someone rediscover their confidence through fashion, it’s incredibly rewarding.

Of course, balance is still a work in progress. I’m a Mum to a 16 and 21-year-old, a wife, and a human who also needs rest and breathing space. I’ve learned to be really intentional with my time. I forward plan meals, keep my phone calendar packed with to-dos, and communicate constantly with my family and staff to keep the wheels turning.

And when things don’t go to plan—which happens—I give myself permission to pause, reset, and remember my “why.”

Because at the end of the day, this business isn’t just about clothes. It’s about connection, confidence, and community. And that’s what makes even the busiest days worth it.

Next month, I’ll be sharing the biggest lessons I’ve learned from building this business from the ground up—including a few I never saw coming.