Akubra Straw Collection

Extending Akubra into summer required more than a change in material.

We partnered with the iconic Australian brand to define a new straw category - one that carries the same confidence, longevity and restraint as its felt hats, made for the Australian summer.

Our involvement spanned straw strategy and positioning, product design development, and sourcing across straw bodies, leather bands and custom hardware. The ambition was clear: establish what a modern Akubra straw hat should be - grounded, purposeful and unmistakably of the brand.

The collection - Cape, Eyre, Nomad and Traveller - was developed as a cohesive system. Crown heights, brim widths and proportion language were carefully resolved to ensure each style feels distinct while remaining aligned with the authority of the felt range.

Material selection was deliberate. Mexican palm, tightly woven and inherently durable, holds crisp crown and brim geometry - allowing silhouettes to remain precise and structured over time. Trapilla straw, softer and more flexible, increases airflow and reduces weight, making it suited to longer hours in heat and open conditions.

Across the range, palm was finished in a considered spectrum of toast tones - from lighter, sun-washed hues to deeper, richer finishes - ensuring the collection integrates naturally within the broader Akubra palette.

Each style features a custom leather band with integrated branding detail - from the three-cord leather band with brass brand coin on the Cape, to the vegetable-tanned looped strap on the Nomad that functions as an adjustable chin strap.

Alongside design and material development, we led factory sourcing and production alignment, ensuring weaving capability, finishing quality and assembly met Akubra’s standards at scale.

The straw collection carries forward Akubra’s legacy of durability and purpose - reinterpreted for today.