Akubra, the iconic Australian hat, has been continuously made since 1912 in Sydney. The name was the signature brand of a family business started by British immigrant hatmakers. The wide brimmed, soft felt style was perfect for the climate and conditions and quickly became popular among the Australian rural community and the army. By the 1940s, 80% of the company's hat production was assigned to military use.

Throughout its history, Akubra hats have been made from wool felt, fur felt and straw. In recent years, there has been an increasing concentration on high-quality rabbit fur felt.

As with most great hat brands, Akubra's global reputation has been enhanced by successful movies and celebrities, such as "The Man From Snowy River", "Crocodile Dundee" and the golfer Greg Norman. Within Australia, the company is sometimes unfairly disparaged as only serving old men and corporate buyers. But the Akubra Cattleman, Snowy River, Federation and Campdraft models are outstanding hats.