When you think of Australia, certain images come to mind:
the rugged Outback, kangaroos, and the iconic Akubra hat.
Every April on ANZAC Day, Akubra hats are seen atop the heads of returned soldiers, reminding everyone of the deep cultural significance this wide-brimmed bush hat holds. However, what many may not know is that the Akubra is more than just a staple for rural Australians; it's a brand that’s navigating its way into new markets, battling perceptions, and adapting to the times.
Akubra has been around for over 130 years, and staying relevant is no small feat for a fifth-generation company. Traditionally, the Akubra was a symbol of rural life, practicality, and resilience - qualities cherished by farmers, stockmen, and bushwalkers.
As Akubra's company secretary, Roy Wilkinson, explained, one challenge for the company is overcoming the idea that Akubra hats are "something worn by older people who live in the country." But as Wilkinson notes, hats are making a comeback, especially among younger generations, with figures like Pharrell Williams bringing the headwear trend back into the spotlight. In fact, Pharrell himself was gifted an Akubra on a visit to Australia - a small but significant nod to the brand's potential in a global fashion context.
For Akubra, the challenge is to redefine its image beyond the rural landscape. Wilkinson is quick to remind us that up until the 1920s, Akubra was renowned for making fashionable hats, such as fedoras. With over 100 styles of Akubras available today, the brand is tapping into a variety of markets, especially with its popularity surging around events like the Melbourne Cup. Despite competition from other bush-hat makers like Jacaru and Barmah, Akubra continues to hold a special place in the hearts of Australians.
The Akubra brand itself has Aboriginal roots - likely derived from an Aboriginal word for "head covering" - and the name was officially patented in 1912. Since then, Akubra has faced the ups and downs that many traditional manufacturers experience, impacted by fluctuating fashion trends, retail spending habits, and even external factors like drought and interest rates. In the 1970s, a government decentralization initiative prompted the company to move its operations from Sydney to Kempsey, on New South Wales’ mid-north coast, a move that Wilkinson says was crucial for survival during a time when sales were dwindling.
But then the 1980s saw a turning point. Golfer Greg Norman - a proud Akubra wearer - boosted the brand's profile, especially in international markets, and demand surged in the US, where hats were already a popular fashion accessory. The partnership with Norman lasted 15 years and left a lasting impact on Akubra's global reputation.
Today, while regional Australia remains a steady market for Akubra, the company’s growth lies in overseas markets, especially in Asia. Wilkinson highlights the rapid rise of China and Tibet as major customers, now overtaking the US and Germany, which were once Akubra's biggest international markets. With export sales making up 15% of their total sales (a significant increase from 8% five years ago), Akubra is eyeing untapped markets like Russia, India, and South America for future expansion.
Staying true to its roots remains a priority for Akubra.
The hats are still made entirely in Australia, with 90 employees at its Kempsey facility, although diversification has been key to their strategy. Akubra has ventured into a licensing arrangement with DKM Blue, creating a new range of branded accessories such as wallets, luggage, and iPod covers. Wilkinson explains that this was a way to offer products to loyal customers who may not wear hats but still want to support the brand.
Despite the rising costs of Australian manufacturing and pressure to move production overseas, Akubra remains committed to keeping its iconic hats made in Australia. Wilkinson acknowledges that while it would be cheaper to manufacture offshore, the income generated from their overseas licensing arrangement will hopefully ensure the longevity of their Australian-made hats.
In a constantly evolving market, Akubra continues to adapt while holding onto the values that have made it an Australian icon. The hat that once graced the heads of stockmen and soldiers alike is now making headlines across the globe, proving that this legendary piece of headwear has more stories to tell.
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