Akubra

Book / Film / Exhibition 

Handcrafted History

A story told on walls, pages and film

The people behind the iconic Akubra brand wanted to share how seven generations of their family created Australia’s greatest fur felt hat-making business. 

The purpose? To record a family history, thank people close to them and celebrate how craftsmanship will always outshine fast fashion.

akubra-wall-timeline

For the launch, we designed enormous walls that told Akubra’s story through imagery and snippets of information. Today, those walls reside in the Akubra factory, reminding staff of their part in a broader story.

Akubra’s story is about tradition, people and how a family built a community. Our challenge was to capture that spirit and emotion.

akubra-open-book-photograph-of-man

Initially, the Keirs weren’t even sure they had a story to tell. So we spent time talking to family, friends and suppliers to uncover stories they didn’t know they had. Then we spent more time sourcing images to complement the ones in their family archives. Yes, there most certainly was a story.

The result? A book that captures the spirit, tenacity and beauty of Australia’s most iconic hat brand and the family behind it.

Aphostrophy

My kids just love it, and you should’ve seen how excited the board was!’

Stacey McIntyre, owner and family member, Akubra