Hard Yakka shows soft side

MELBOURNE: Even after more than 70 years in the sector workwear apparel brand Hard Yakka is yet to sit on its laurels.

Driven by an increasingly competitive marketplace, the Pacific Brands-owned label is attempting to breathe fresh life into the brand by launching two new lines and appointing a public relations firm to take its message to the market.

Hard Yakka brand manager Laura Downey said the first of the new lines, dubbed Xtreme, began selling last month and had already been well received by the market.

Describing the range as "functional workwear", Downey said the Xtreme range featured a number of new design functions - including swing away outer pockets and an angled ruler pocket - aimed at minimising discomfort for the wearer. Downey said she anticipated Xtreme would be well received by the "male blue collar workers" traditionally targeted by the brand.

"Due to the success of our Hard Yakka Legends over the past two years this was an obvious extension for Hard Yakka and we think the end consumer and stockists will also be supportive of the range. Tradies expect functional footwear and we think this does the job."

Downey said the extreme range was made from 100 per cent cotton on all stress points while the brand had also introduced a new fabric for the high visibility two-tone trousers made from 50/50 split of cotton back and polyester.
This had the threefold benefit of reducing skin temperatures, enhancing the evaporation of perspiration and ensuring a faster drying time.

Manufactured in China, Indonesia and Fiji, the range include vests, trousers and shorts priced from $62.
The second new line, Hard Yakka for Women, will be introduced in August and includes new women's styles that will boast a fit modified from existing styles to make it more "contemporary".

Downey said the new styles had been taken from the men's range and featured trousers, shorts and fitted polos.
The launches will be supported by an extensive marketing campaign, driven by PR firm Greta Donaldson Publicity and launched last month, which includes outdoor and online. Point of sale material has also been issued to all stockists while product giveaway will also be offered to "tradie-type" magazines, Downey said.

By Tracey Porter