Surf Wear Used to Be in Vogue, but Now Country is the In Thing

Fashion is a constantly evolving landscape, with trends shifting and styles coming in and out of popularity. For a period, surf wear dominated the casual fashion scene, embodying a relaxed, coastal lifestyle. Brands like Billabong, Quiksilver, and Rip Curl were ubiquitous, offering everything from boardshorts and bikinis to t-shirts and hoodies. This era, particularly the 1990s and early 2000s in Australia, saw surf brands aggressively consume the casual fashion market, becoming a significant force both domestically and internationally. Surf fashion was more than just clothing; it was a statement of freedom, individuality, and a connection to nature.

However, as with all trends, the tide eventually turned. While surf wear still holds a place in its niche and experiences revivals rooted in nostalgia, its widespread dominance in mainstream casual fashion has waned. The 2010s saw a shift towards a more "hipster" aesthetic, embracing a homely, artisanal style that moved away from the polished, beach-ready look.

In recent times, there appears to be a growing inclination towards "country" style in fashion. This can manifest in various ways, from the embrace of denim, boots, and hats to a broader appreciation for rustic, vintage, and comfortable clothing. This shift could be influenced by a desire for authenticity, a connection to heritage, or simply a reaction against the fast-paced, ever-changing nature of urban fashion. Country style often evokes a sense of timelessness, practicality, and understated cool.

While it's an observation of current trends, the idea that country style has completely replaced surf wear as "the in thing" might be an oversimplification. Fashion is diverse, and multiple styles can coexist and be popular simultaneously. However, the general movement from a heavily surf-influenced casual wear to a greater appreciation for country-inspired aesthetics reflects a broader change in fashion sensibilities and what resonates with consumers today.

Australia's Best-Selling Country Style Clothing Brands

The appeal of country style clothing in Australia is undeniable, reflecting a connection to the land, a sense of practicality, and a timeless aesthetic. While it's challenging to pinpoint definitively the absolute best-selling brands without specific market data, several names consistently emerge as popular and well-regarded within this fashion niche.

One prominent player is Mike Williams Country Clothing. As the son of the founder of the iconic R.M. Williams, Mike Williams carries a legacy of quality and durability. His online store stocks a wide variety of products from renowned country and western brands such as R.M. Williams, Ariat, Akubra, Sunbody, Wrangler, and Cinch. This curated selection positions Mike Williams Country Clothing as a go-to destination for those seeking authentic and hard-wearing country attire and accessories.

Another brand making its mark is Dusty Creek. This locally owned and grown business, now based in North Queensland, offers trucker caps and country apparel for everyone. Dusty Creek emphasizes its family-owned nature and appreciates the continued support for its country clothing and cap offerings.

Cobba Country, located in the Somerset Region of Queensland, is another family-owned and operated Australian country clothing brand. They share a love for the outback and translate it into their apparel. Their best-selling items include trucker hats, men's and women's tees with cowhide designs, half-zip jumpers, and footy shorts. Cobba Country highlights the quality of their products and fast shipping, along with a personal touch like handwritten notes.

W. Titley & Co, with a history dating back to 1926, is a long-standing supplier of premium western wear in Australia. With four generations of experience, Titley's offers a wide range of functional and stylish western clothing for men, women, and kids, including hoodies, pullovers, t-shirts, polos, footwear, and hats from various favorite western brands. They emphasize hassle-free returns and same-day shipping for orders placed before 11 AM AEST.

Stylish Outback Clothing is another Australian favorite, 100% owned and operated. They cater to outback men, women, and children, as well as lovers of country clothing Australia wide. Offering jeans, shirts, polos, tops, pants, jackets, vests, knitwear, and giftware, Stylish Outback Clothing features brands like Wrangler, Bullzye, Ariat, Pure Western, Bullrush, Thomas Cook, Outback Trading, Just Country, and Roper. They offer free shipping on orders over $150 (excluding boots).

These brands, among others, represent the diverse and thriving market for country style clothing in Australia. They offer a range of products that resonate with those who appreciate quality, durability, and a style that reflects the Australian landscape and lifestyle.

Akubra is Australia's Quintessential Hat

When you think of an iconic Australian image, an Akubra hat often comes to mind. More than just a piece of headwear, the Akubra has become a symbol of the Australian identity, deeply intertwined with the country's history, landscape, and culture.



The story of Akubra began in 1874 hat making business was established in Tasmania. Later, the company moved to Sydney and, under the guidance of the family, evolved into the Akubra we know today. The name "Akubra" is said to be derived from an Aboriginal word, although the exact meaning is debated. What is undeniable is the hat's connection to the land and its people.

Crafted from high-quality rabbit fur felt, Akubra hats are renowned for their durability, resilience, and ability to withstand the harsh Australian elements. They are designed to provide protection from the sun, wind, and rain, making them an essential item for those who work and live outdoors. From farmers and station hands to adventurers and निर्मलाs, the Akubra has been a trusted companion.

Over the years, the Akubra has transcended its practical origins to become a fashion statement and a cultural icon. It has been worn by soldiers in times of war, by athletes in moments of triumph, and by politicians on the national stage. The hat has also featured prominently in Australian literature, film, and art, further solidifying its place in the nation's consciousness.

One of the most recognizable Akubra styles is the "Australiana," with its wide brim and classic shape. However, the brand offers a diverse range of styles, each designed for different purposes and preferences. Whether it's a "Stockman" for working on the land, a "Traveller" for exploring the world, or a "Campus" for a more casual look, there's an Akubra to suit every individual.

The process of making an Akubra hat is a skilled craft that has been passed down through generations. From the careful selection of the fur to the intricate blocking and shaping, each hat is a testament to the dedication and expertise of the Akubra hatmakers. This commitment to quality and tradition is what sets Akubra apart and contributes to its enduring appeal.

In a world of mass-produced goods, the Akubra stands as a symbol of authenticity and heritage. It represents the rugged spirit of Australia, the connection to the bush, and the timeless values of hard work and resilience. For many Australians, owning an Akubra is not just about having a hat; it's about owning a piece of their identity and a connection to their country's rich history. The Akubra truly is Australia's quintessential hat.

Image - Akubra has appointed international marketing and retail executive Natalie Culina as chief executive officer