Few brands become so synonymous with a nation's identity that they transcend their commercial origins to become cultural icons. In Australia, that brand is Akubra. The distinctive felt hats have graced the heads of prime ministers and stockmen, soldiers and celebrities, becoming an internationally recognised symbol of Australian identity. This is the story of how a small hatmaking operation grew into a national treasure spanning 150 years of continuous production.
The Founding: Benjamin Dunkerley's Vision (1874)
The Akubra story begins not in the Australian outback, but in the industrial city of Adelaide, where English immigrant Benjamin Dunkerley established a small hat-making business in 1874. Dunkerley had learned the hatting trade in England, bringing those skills to a young nation hungry for quality goods that could withstand harsh conditions.
The early years focused on producing practical felt hats for working Australians. The demand was substantial—farmers, miners, and drovers all needed headwear that could handle extreme sun, dust storms, and general rough treatment. Dunkerley's hats, made from rabbit fur felt, proved remarkably durable and quickly gained a reputation for quality.
The name "Akubra" wasn't adopted until 1912. It's believed to derive from an Aboriginal word meaning "head covering," though the exact linguistic origin remains debated by historians.
Growth and the Akubra Name (1900-1930)
As the business expanded, it moved to Sydney's inner suburbs, eventually settling in the Rocks area. In 1912, the company officially trademarked the name "Akubra," giving the brand the distinctive identity it carries today. The choice of an Aboriginal-inspired name reflected the hat's connection to the Australian landscape and its Indigenous heritage.
During this period, Akubra developed many of the styles that remain popular today. The Cattleman, with its classic three-crease crown, became the quintessential Australian bush hat. The Squatter catered to pastoral workers who needed serious sun protection. Each style evolved through feedback from the people who wore them daily in demanding conditions.
World War I: Supplying the Diggers
Akubra's reputation for durability caught the attention of the Australian military. During World War I, the company won contracts to supply felt hats to Australian soldiers. The "slouch hat"—that distinctive turned-up brim that became the symbol of the Australian and New Zealand Army Corps (ANZAC)—was produced in Akubra's factories by the thousands.
This military connection cemented Akubra's place in Australian identity. The slouch hat wasn't just practical gear; it became a symbol of Australian military service and sacrifice, a connection that continues to this day through ongoing military supply contracts.
The Kempsey Era Begins (1974)
In 1974, exactly one century after Benjamin Dunkerley started making hats, Akubra made a pivotal decision: relocating manufacturing to Kempsey, a small town on the New South Wales mid-north coast. This move consolidated all production in a purpose-built facility, improving efficiency while maintaining the handcrafted quality that defined the brand.
The Kempsey factory remains Akubra's home today, and it's become something of a pilgrimage destination for hat enthusiasts. The factory employs over 100 workers and produces approximately 100,000 hats annually—each one still made by hand using traditional techniques updated with modern quality control.
- Each hat requires over 60 individual hand operations
- Production from raw fur to finished hat takes several weeks
- The felt is made from rabbit fur, sourced primarily within Australia
- Master hatters with decades of experience oversee quality at each stage
Cultural Icon Status (1980s-Present)
By the 1980s, Akubra had evolved from a working hat manufacturer to a genuine Australian cultural icon. The hat appeared in films, advertising, and political campaigns. Prime Ministers from Bob Hawke to John Howard wore Akubras publicly, associating the brand with Australian leadership and authenticity.
The international market discovered Akubra through Australian tourism promotion and films like "Crocodile Dundee" (1986), which featured the brand prominently. Suddenly, the Australian bush hat was globally recognised, and Akubra exports grew substantially.
Famous Wearers
Akubra's client list reads like a who's who of Australian and international celebrities:
- The Royal Family: Multiple generations have worn Akubras during Australian visits
- Prime Ministers: Hawke, Howard, Rudd, and Albanese have all been photographed in Akubras
- International stars: From country music icons to Hollywood actors visiting Australia
- Everyday Australians: The millions of stockmen, farmers, and enthusiasts who've worn them for work and pleasure
Akubra remains Australian-owned and manufactured. Despite numerous acquisition attempts from overseas companies, the brand has stayed committed to local production, preserving both jobs and authenticity.
What Makes an Akubra Special
Akubra's enduring success stems from several factors that distinguish it from cheaper alternatives:
Material Quality
Genuine Akubras use pure rabbit fur felt, sourced from Australian rabbits. The fur is processed into felt through a complex procedure involving heat, moisture, and pressure. The resulting material is remarkably durable, water-resistant, and develops a beautiful patina with age.
Handcrafted Construction
Despite modern machinery for some processes, Akubra hats require extensive hand work. Shaping the crown, blocking the brim, and finishing details all involve skilled craftspeople. This human touch ensures consistency while allowing for the subtle variations that distinguish handmade goods.
Functional Design
Every Akubra design originates from practical requirements. Crown heights, brim widths, and material weights are calibrated for specific uses—whether that's mustering cattle in Queensland heat or attending the Melbourne Cup. The hats work because they were designed by people who understood the conditions.
Iconic Akubra Styles
Over 150 years, Akubra has developed dozens of styles, but several have achieved iconic status:
The Cattleman
Perhaps the most recognised Akubra, the Cattleman features the classic "Pinch Front" crown with three creases and a moderate brim. It's versatile enough for both work and dress occasions, making it many Australians' first (and only) serious hat investment.
The Squatter
With a wider brim and distinctive deep-dome crown, the Squatter provides maximum coverage for serious outdoor work. It's the choice of pastoral workers who need protection from blazing sun all day.
The Coober Pedy
Named after the famous opal mining town, this mesh-crown design offers ventilation for extreme heat while maintaining the Akubra look and quality.
The Snowy River
Inspired by the rugged mountain riders of southeastern Australia, this style features a deeper crown and slightly rolled brim, suited to variable mountain conditions.
Caring for Your Akubra
An Akubra, properly cared for, can last decades—even generations. The company itself notes that hats from the 1950s and 1960s still arrive for reconditioning, testament to the quality of construction. For detailed care instructions, see our hat care guide.
The Future of Akubra
As Akubra approaches its 150th anniversary, the company faces the same challenges as many heritage manufacturers: balancing tradition with evolution, meeting changing consumer preferences while maintaining quality, and competing in a global market flooded with cheap alternatives.
Yet Akubra's commitment to Australian manufacturing, quality materials, and handcrafted construction suggests the brand understands its core strengths. As long as there are Australians who value durability over disposability, and authenticity over imitation, there will be demand for genuine Akubras.
The hat that Benjamin Dunkerley started making in 1874 has become far more than headwear. It's a symbol of Australian identity, a connection to our working heritage, and a genuine piece of cultural history that just happens to also be extremely functional headwear.