Australian surfing legend Mick Fanning has today been announced as the face of Akubra’s “Bush to Beach” summer campaign as the iconic hatmaker launches its first full straw hat collection for summer and announces its biggest retail expansion in history.
The 149-year-old brand will introduce three new straw hat styles in a variety of colours, combining craftsmanship with lightweight comfort and sun protection for the summer months ahead.
Alongside the new collection, Akubra has expanded its east coast footprint, with new stores opening in Byron Bay, Noosa and Bondi, giving locals and visitors the opportunity to experience the brand firsthand.
World surfing champion Mick Fanning appears in the campaign alongside the Akubra cowboys, first introduced at the Mt Isa Rodeo, bringing authenticity and spirit that reflect Akubra’s connection to the outdoors, adventure, and Australian heritage.
Akubra Chief Commercial Officer Peter Fowler said the campaign aims to bridge Akubra’s bush heritage with the energy of the coast, reflecting the diversity of Australian culture.
“Akubra has always been about more than hats, it’s about celebrating the Australian way of life,” he said.
“With ‘Bush to Beach,’ we’re connecting our heritage with the freedom and energy of the coast. Bringing the cowboys to the beach is a nod to the diversity and spirit of Australia, and having Mick Fanning in the campaign further captures that authentic, adventurous energy,” said Fowler.
The campaign launches Thursday 6 November.
