Australian hatmaker Akubra has just launched a new collection that includes multiple new hat styles for the first time in the brand’s history.
The Western-inspired ‘Call to Adventure’ collection features four new hats across several colourways, including Akubra’s first Western women’s hat, 'My First Rodeo'. Until now, all Akubra Western hats have been unisex.
“Our new collection captures the spirit of adventure and the unmistakable style of rodeo, inviting a new generation to discover the craftsmanship, timelessness and rugged simplicity that have defined Akubra for nearly 150 years,” CEO Natalie Culina said.
"An Akubra isn’t just an accessory, it’s a symbol of identity, worn on every adventure, shaped by experience and passed down as an emblem of heritage.
“We want to remind Australians of the power in owning something handmade in Australia that’s made to last."
Akubra signed on four Australian personalities to lead the new collection launch. They include actor Maddison Brown, model Bambi Northwood-Blyth, cowgirl Madeline Curr, and farming personality Liam Swiderski, who has amassed more than 43 million likes on TikTok.
Akubra’s history dates back to 1876 when its hats were paired with three-piece suits in the city before gaining popularity in the 1950s as a hardwearing working hat for those who live on the land.
Culina said the release is aimed at appealing broadly to all Australians.
“It doesn’t matter where you’re from or where you’re going, an Akubra is a statement of the journey you’re on,” Culina said.
Since its acquisition by Andrew and Nicola Forrest’s private investment group, Tattarang, in November 2023, Akubra has driven new physical spaces, including pop-up stores in Brisbane’s CBD and Sydney Airport, as well as the re-opening of its Kempsey retail store.
The ‘Call to Adventure’ collection is available online and in-store from May 16.