The family behind the iconic Akubra decided to document how they and their extended family have created Australia’s greatest fur felt hat-making business. They wanted to capture family history, thank people close to them and celebrate how handmade craftsmanship will always outshine fast fashion.

Akubra’s story is about tradition, people and how a family built a community. Our challenge was to capture that spirit and emotion. The writing needed to be casual but professional and it was imperative to represent the hands-on nature of Akubra’s operations. It’s a story about craftsmen, emotional attachment and mills rather than workers, financial charts and factories. The stunning old and new photos illustrate what has stayed the same as well as what has changed, and the earthy tones are a nod to the backbone of Akubra – the people who work the land and wear their Akubras until they are worn through.


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