Happy Birthday Bonds

How do you celebrate a product that's worn by true-blue truckies and IT Bag toting socialites? Crack open a VB in the middle of fashion week? That was the head-scratcher facing underwear giant Bonds as it sought to commemorate the 70th year anniversary of its infamous Chesty.

In the end, it managed to please both parties with an intimate photographic exhibition at Sydney's Glenmore Hotel. The Pacific Brands operated company also showed off its more charitable side, announcing that a percentage of Chesty's sold on Australia Day would go towards Surf Lifesaving Australia. You can't get more Aussie than that.