Soft Serve Studio

There’s something different about designing for an Australian summer.

The sun is harsher. The days are longer. Sun protection isn’t optional - it’s essential.

Working with Akubra to bring this straw collection to life felt like real responsibility. Not just evolving an iconic Australian brand, but creating hats that will sit on people’s heads in real conditions - across beaches, bush tracks and backyards.

From early strategy and concept through to development, every decision was about honouring Akubra’s legacy while making something ready for now.

So proud to help shape this next chapter for Akubra.

@akubraofficial