Iconic Akubra
On Hastings Street where beautiful boutiques meet beachside ease, Carlie Wacker discovers an unmistakably Australian symbol has taken its place among the fashion houses and foodie spots.
The arrival of Akubra to Hastings Street Noosa marks more than the opening of a new retail store; it represents the continuation of a 150 year story deeply woven into Australia’s cultural identity.
From cattle stations to city streets, military uniforms to fashion runways, the Akubra hat has long stood as a symbol of durability, craftsmanship and national character. Now for the first time, visitors to Hastings Street can step inside a dedicated Akubra store and experience the brand in a way few Australians ever have before.
For store manager Claire and her team, the location is the perfect fit.
“An iconic brand on an iconic street,” she says. “It just feels right.”
The story of Akubra began in 1876 when Kensington Hat Mills was established near Hobart by Benjamin Dunkerley. In the early 1900s the Keir family took control of the business and moved operations to Waterloo, New South Wales.
In the 1970s Kemspey became the new home of Akubra however it wasn’t until 2012 that the business formally changed the name and secured the Akubra trademark.
Today the company honours that heritage while securing its future under the ownership of Dr Andrew Forrest AO and Nicola Forrest AO through the Tattarang group, which also owns R.M.Williams. An acquisition that ensures the brand remains proudly Australian.
The most incredible part of this story is the hats are still made exactly the way they always have been by skilled artisans who have passed the craft down through generations.
“For the past 50 years, the hats have been made in Kempsey using the same machines and the same processes that were used 150 years ago,” Claire explains.
This is music to my fashion-loving ears in an industry increasingly defined by global supply chains and fast production cycles, Akubra remains one of the rare companies in the world that manufactures its entire product from start to finish in one country.
Each Akubra hat is a testament to slow fashion – a philosophy that prioritises quality, longevity and craftsmanship.
The process takes six weeks from start to finish. During that time the hat passes through 162 separate steps, is handled more than 200 times and crafted by over 60 pairs of hands!
For many customers including myself, these statistics come as a surprise.
“Nobody realises what goes into making an Akubra,” Claire says. “When we explain the process, people suddenly understand what they’re buying. It’s incredible craftsmanship.”
The hats themselves are made from rabbit fur felt – a material prized for its durability and weather resistance. The fur is a by-product sourced from Europe where rabbit is widely consumed. The fur is transformed into a dense felt through a matting process before being shaped into the iconic hat forms.
In fact, six layers of rabbit fur felt give the hats their strength and resilience, allowing them to withstand decades of wear. Many owners keep their hats for life, passing them down through generations. This means you are buying something that will likely become a family heirloom and a piece that holds a family tree of memories.
While Akubra’s identity is deeply tied to Australia’s outback and rural heritage, its reach extends far beyond and has become a global icon.
The hats are worn internationally by farmers, adventurers, military personnel and even members of the British royal family. We’ve seen them on the big screen and in magazines. In Australia, they are supplied to industries ranging from agriculture to education and defence. Yet despite its global reputation it wasn’t until recently the brand operated its own retail stores.
“Traditionally we were wholesalers,” Claire explains. “You’d find Akubra in shops that sell lots of different hats.”
The move toward dedicated retail stores is, in my opinion, game changing. Locations currently include Bondi, Byron Bay, Kempsey, Sydney’s Strand Arcade – and now, Noosa.
What makes the Hastings Street store special is not just the product but the experience. I compare it to buying a designer handbag – it’s a moment to cherish and indulge.
Claire has carefully designed a five-star service approach for customers stepping through the door and it is one that reflects the craftsmanship of the hats themselves.
“When someone is spending around $400 on a hat, they deserve a luxury experience,” she says.
The process begins with conversation.
The Akubra experts ask about lifestyle and personal style – a hat worn on a cattle property will differ from one designed for beachside walks or weekend adventures.
Then comes the measuring. One must be seated while staff measure the head — a surprisingly important detail as measurements taken standing can shift slightly. Accuracy matters but it’s not just about size.
“We also look at head shape,” Claire says. “Some hats work better for certain head shapes and others don’t.”
From there, the team selects styles suited to the individual, often discovering that their first instinct proves correct.
“You’ll put a hat on someone and they’ll love it,” Claire laughs. “Then they try others but they almost always go back to the first one.”
Once the perfect hat is chosen, customers are guided through cleaning, storage and care techniques, ensuring the hat will last for years.
An important piece of advice surprises many first-time buyers: hats should be purchased slightly larger than their natural fit.
Over time, heat and perspiration cause the internal band to shrink slightly, allowing the hat to mould perfectly to its owner’s head.
“It actually becomes your hat that is unique to your head,” Claire says.
The Hastings Street location has already attracted attention from locals, tourists and curious passers-by. Tradies walking past double-take when they see the familiar brand name in the window; visitors stop to photograph the store. Families come in together, sometimes buying hats for multiple generations.
“We sell hats to everyone,” Claire says. “Two-year-olds right through to grandparents.”
Every style of hat is unisex so they appeal to a broad audience.
While I was in store, I witnessed two German tourists buy their first Akubra and the excitement was palpable – they left the store with a very special, lifelong memory and experience from their holiday in Australia. Witnessing that moment made me incredibly proud to be an Aussie. For Claire, the location couldn’t be more perfect.
“If you could work anywhere in the world,” she says with a smile, “why wouldn’t you choose Hastings Street?”
In a place known for sun, style and effortless luxury, Akubra’s arrival feels almost inevitable.
After 150 years of Australian heritage, the story continues – now with a new chapter written in Noosa.
Discover Akubra at 2 Hastings Street and find your perfect fit – for today and generations to come.
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