One of country's most iconic brands has celebrated a century in operation and revealed a slow string of initiatives to roll out over the next year.
Authentic Australian-owned hat label Akubra Hats, which had its first trade mark registered in August 1912, celebrated 100 years in the industry last month.
However, the company has confirmed it will look to celebrate this milestone over the next 12 months, beginning with an official birthday event in early 2013.
Akubra Hats company secretary Roy Wilkinson also revealed that the brand will also be “busy working on things over the next month or so”, including the design and distribution of a commemorative hat for the brand's birthday and the roll out of a range of promotional materials (boxes, etc) to celebrate its 100-year heritage.
Over the years, Akubra Hats has represented Australia at numerous Olympic Games, adorned the heads of the rich and famous and enjoyed associations with iconic Australians such as Lee Kernaghan and Greg Norman.
The brand also entered into a partnership with local label Bec & Bridge last year, to supply the label with hats as part of its showcase at Australian Fashion Week 2011.