Akubra releases its largest collection of new hat styles in 149 years
Iconic Australian hatmaker Akubra has unveiled a new collection that includes multiple new hat styles for the first time in the brand’s history, blending heritage with modernity to invite a new generation of Australians to discover the beloved brand.
The Western-inspired ‘Call to Adventure’ collection features four new hats including Akubra’s first Western women’s hat, ‘My First Rodeo’. Until now, all Akubra Western hats have been unisex.
Akubra CEO Natalie Culina said the Kempsey-based brand was proud to honour its legacy with timeless new styles that defied fleeting trends.
“Our new collection captures the spirit of adventure and the unmistakable style of rodeo, inviting a new generation to discover the craftsmanship, timelessness and rugged simplicity that have defined Akubra for nearly 150 years,” she said
“An Akubra isn’t just an accessory, it’s a symbol of identity, worn on every adventure, shaped by experience and passed down as an emblem of heritage.
“We want to remind Australians of the power in owning something handmade in Australia that’s made to last.”
Bringing the collection to life are a new generation of Akubra fans – from the bush to the city. They include actor Maddison Brown, model Bambi Northwood-Blyth, cowgirl Madeline Curr and farming personality Liam Swiderski who has amassed more than 43 million likes on TikTok.
Akubra’s history dates back to 1876 when its hats were paired with three-piece suits in the city before gaining popularity in the 1950s as a hardwearing working hat for those who live on the land.
Ms Culina said the release aimed to appeal broadly to all Australians, no matter where they live.
“It doesn’t matter where you’re from or where you’re going, an Akubra is a statement of the journey you’re on,” she said.
“The new collection is a union of adventure and style, a celebration of heartland Australia with a sense of paired back luxury that pays homage to its urban roots,” said Culina.
Since its acquisition by Andrew and Nicola Forrest’s private investment group, Tattarang in November 2023, Akubra has deepened its connection to its Australian customers with pop-up stores in Brisbane’s CBD and Sydney Airport.
The ‘Call to Adventure’ collection is available online and in-store from 16 May.
