OmaKing – Estonian family business with four generations of shoemaking. The history of OmaKing began in 1927 when Peeter, the company’s founder, worked as a shoemaker in the village of Vastsalelina in Estonia. His meticulous craftsmanship and personalized shoes created a strong foundation for the family business that is now run by the fourth generation. In the 1990s, grandson Rait took over and began manufacturing sneakers under the HipHop brand, first for the Finnish market and later also for the domestic market. Production grew rapidly, and with it the need for larger premises and more hands. In 1998, the OmaKing brand was launched, with a wider range of slippers, sandals and insoles. During the 2000s, the business expanded to several European countries, and they began producing up to 130,000 pairs of sneakers per year.

Despite the growth, the company has stuck to its core values: local production in Estonia, high quality, function and respect for the environment. During the years 2007–2013, the focus on customer dialogue, web development and product design was deepened. There was a strong focus on listening to customers without compromising the core of craftsmanship. Since 2014, the company has been led by Peeter's great-granddaughter Liis. With the TOKU brand, OmaKing has taken a new step – with modern, style-conscious products that combine Estonian craftsmanship tradition with contemporary design and sustainability. TOKU stands for innovation, responsibility and respect for the heritage that built OmaKing.