Akubra: New dawn

Iconic Australian brand Akubra has made a move to revolutionise its century-old business.

The brand has struck a deal with local clothing business DKM Blue to create a new range of luggage and accessories for the first time.

The move marks the biggest product change for Akubra in over 100 years and sees DKM Blue granted the worldwide licensing rights.

The brand has traditionally built its international following by focusing on hats and belts. However, the tie-up will now see the introduction of new Akubra-branded collections, spanning luggage, wallets and accessories.

The collections will include product for both men and women and have been scheduled for release this month.

According to Akubra, DKM Blue approached Akubra to consider taking it down a brand extension strategy and to create a collection of premium goods, which would both “complement and enhance the Akubra brand”.

DKM Blue owners, brothers Dorry and Danny Kordahi, said that while DKM Blue will respect the brand's classic aesthetic, the pair will add a contemporary twist to the range.

“This is a monumental opportunity for our company and for Akubra. We embrace the opportunity to bring this historical brand to the modern online marketplace, to extend their brand and to build greater brand recognition within the luxury luggage and accessories arena. The possibilities for both DKM Blue and Akubra are really endless,” Danny Kordahi said.

The Kordahi brothers added that their licensing will “respect the past and look forward to the future”.

By respecting this auspicious past, Akubra said DKM Blue will honour the Keir family who originated the famous Akubra hat over 100 years ago.

The Akubra company is currently led by Stephen Keir IV who is the chairman and managing director.