OUR VISION IS TO BE ONE OF THE MOST LOVED BRANDS IN THE WORLD.
As a Group we believe in big ideas matched with a fierce will to bring them to life.
We share a genuine belief in ourselves, each other and our ability to get things done. When we put our minds to something there’s no stopping us. Today is full of opportunities and new ideas.
Tomorrow, anything is possible.
TO ‘COTTON ON’ to something means to understand or discover the potential of a great idea.
It all started in the late eighties, when acid wash and lycra ruled the fashion world.
Nigel Austin, our founder, grew up in Geelong with strong family ties to the rag trade. His dad owned a manufacturing and importing business and Nigel would spend school holidays learning the ropes with his dad in Hong Kong.
The turning point came at age 18 when Nigel’s entrepreneurial spirit kicked in. Armed with a pile of denim acid wash sample jackets, he headed to the Beckley Market in Geelong and set up shop. Customers loved the jackets, however he left the market without making a sale. Disappointed but not deterred, Nigel chatted to his dad and returned the next week. He had an epiphany and dropped the price – the jackets sold out instantly. It was the start of something big.
Things took off quickly and in 1992, Nigel's cousin, Ashley Hardwick, joined the clothing venture in his first year out of school and today remains part owner of the business.
From Geelong to the world!
We make the most of today and always look to tomorrow for new and exciting opportunities.
We get involved, roll up our sleeves and make things happen. It's our shared belief that we can make a difference to the lives of everyone we touch – from our backyard to the world.
As we continue to expand our global presence we have become a part of communities all over the world. We set our sights on creating a positive and measureable change in the lives of young people in need, and empower youth to learn more, participate more and understand more.
We dream big and we're not afraid to go for it!
Our values define who we are and what we're about.
GENUINE BELIEF IS MORE THAN JUST A STATEMENT, IT’S AN ACTION.
Together we are a pretty optimistic bunch. We have a genuine belief in our brand, our ideas, and our ability to bring them to life. Working side by side within the communities in which we operate we strive to achieve great things. From humble beginnings in Geelong, we have taken the spirit of our authentic Australian character to the globe. As one of the world’s leading value fashion brands we are unwavering in the pursuit to provide customers with the right to engage in fashion, at the right price. In fact, value drives everything we do. If an idea doesn’t add value to our customers, our people, our brand or the community, we keep working on it until it does. Our innate tenacity means we never give up.
As we expand our global footprint we continue to set new industry standards. We genuinely believe tomorrow can be better than today and strive to create an equitable future where everyone benefits from our success. We don’t sell, we engage. We don’t sit still, we grow. And in the midst of our rapid growth we find time to have fun.
IDEAS THAT START HERE CAN GO ANYWHERE.