88% matchSelfie Leslie
LA-based party dresses and matching sets, influencer-fed
What changes: Narrower going-out focus, less denim and knitwear
Brand profile
Tobi
Tobi is a California-based, LA-designed online fast-fashion label selling trend-led dresses, tops and denim to young women at accessible prices.
San FranciscoOrigin
WomenswearFocus
Y2KStyle
$$Price
4 brands like Tobi like Selfie Leslie, Tiger Mist, Princess Polly →
What to know about Tobi
Tobi is an online-only women's fast-fashion label founded in 2007 by Kenneth Chan, headquartered in the San Francisco Bay Area with a design studio in downtown Los Angeles. It sells direct through tobi.com: bodycon and slip dresses, going-out tops, denim, knitwear, swimwear, shoes and accessories. The vertically integrated setup takes styles from sketch to site in roughly eight weeks. Marketing runs on steep first-order discounts and influencer seeding, and the aesthetic tracks LA party dressing — cutouts, satin, mesh and cropped silhouettes.
How Tobi fits
Overall fit
runs small
Shoppers frequently note that Tobi's fast-fashion party pieces run small and fitted, with a snug, body-hugging cut that can be revealing.
Tip: Consider sizing up, especially for tops, dresses and denim, as pieces tend to run small and tight.
Medium confidence · based on 6 sources
By category
| Category | Runs | Shape | Size advice |
|---|---|---|---|
| T-shirts & graphic tees | runs small | slim to fitted going-out tops | Size up if you prefer a looser fit, as tops tend to run small and short. |
| Jeans & denim | runs small | slim/skinny | Size up in denim as it tends to run tight in the waist and hips. |
Directional fit consensus summarized from public sources with AI — a starting point, not a guarantee. Confirm with the product's own measurements before buying.
If you like Tobi
88% match
87% matchTiger Mist
Body-conscious club dressing, Melbourne-designed
What changes: Australian sizing and seasonality, smaller category range
83% matchPrincess Polly
Bigger Gen Z multi-brand e-tailer at the same price point
What changes: Marketplace scale with third-party labels, not in-house only
81% matchLioness Fashion
Going-out dresses plus sharper tailoring and denim
What changes: More elevated fabrics and slightly higher prices
Tobi fit questions
Does Tobi run big or small?
Tobi runs small. Consider sizing up, especially for tops, dresses and denim, as pieces tend to run small and tight. Shoppers frequently note that Tobi's fast-fashion party pieces run small and fitted, with a snug, body-hugging cut that can be revealing.
How does Tobi fit?
Shoppers frequently note that Tobi's fast-fashion party pieces run small and fitted, with a snug, body-hugging cut that can be revealing. Overall shape: slim/bodycon.
How do Tobi t-shirts & graphic tees fit?
Tobi t-shirts & graphic tees runs small. Size up if you prefer a looser fit, as tops tend to run small and short. Shape: slim to fitted going-out tops.
How do Tobi jeans & denim fit?
Tobi jeans & denim runs small. Size up in denim as it tends to run tight in the waist and hips. Shape: slim/skinny.
Brand facts
- Founded
- 2007
- Origin
- San Francisco, United States
- Made in
- Asia, USA
- Price
- $$
- Focus
- Womenswear
- Styles
- Y2K, Streetwear, Minimalist / Contemporary