Australian fashion label Fella Hamilton is set to celebrate 50 years of business on September 24.
Started by Fella Hamilton in 1969, the business began as a wholesaler selling garments to leading retailers.
Known for its iconic terry toweling turban, the creation of the product came after Hamilton met a lady in her gym sauna who was wearing a terry toweling turban.
However Hamilton was disappointed to find that this turban was from London and wasn't available in Australia and went onto create one for the Australian market.
By 1987 the business had its own retail store in Hawthorn and has since grown to 32 stores in Australia.
To celebrate the anniversary the business has brought back a limited-edition terry toweling turban and leisurewear range which will be released alongside the store celebrations.
The business is now run by Hamilton's son David and daughter-in-law Sharon Hamilton, who said that the business will be donating proceeds from sales of the turban to a worthy cause.
"We will be donating 30 turbans to Cabrini Hospital Oncology Department, with 50% of proceeds from the sales from the turbans going to Breast Cancer Network Australia.
"We felt donating turbans and proceeds from the turbans was a great way to recognise how the company began all those years ago," Sharon Hamilton said.
Each of the brand's stores will hold a 'Fellabration Day' on September 24 and will invite customers to wear their favourite Fella Hamilton outfit from the past 50 years.
"Our staff are excited to share this day with our loyal customers, who are the reason we continue to grow today," David Hamilton said.
Despite being a 50 year old brand, the Fella Hamilton business has survived retail disruption through diversification and investment into an online store, a store which David Hamilton said is about to go through an upgrade.
"With a new online presence about to be launched and having incorporated the Hedrena label into our collection, we're looking forward to the next stage of the company's journey," he said.