Business
20 August, 2025
Akubra boss rapt to be backing iconic rodeo
The hatmaker hopes 2025 is the start of a long and fruitful relationship.
Akubra chief executive Natalie Culina says the decision to become a presenting partner of the iconic Mount Isa Mines Rodeo could go down as one of the best decisions in her tenure.
Akubra came to Mount Isa last year to do some promotional work, but this year jumped on board as one of the major sponsors.
“This is probably my most favourite week of the year on the bush calendar,” Ms Culina told North West Weekly.
“I just love being part of the community and just getting to know so many people.”
The CEO of the Australian hat-making company said it was an easy decision to become a partner of the rodeo.
“I just felt so inspired last year; it’s just such an incredible community and, you know, hats are so important as a function of being outdoors in the outback. I just felt it was the right thing for our brand to be here and really just support the community,” Ms Culina said.
“It’s a great privilege for us to be able to help foster and continue such an incredible Australian tradition.”
With just about every second person in the crowd or behind the chutes donning an Akubra hat, Ms Culina, standing next to sixth-generation master hatter Laura Keir, said it was humbling to see the reach of their product.
“Laura and I get the opportunity to watch the hats get made and it’s just another experience watching the hats get worn,” the CEO said.
“It just brings us a great sense of pride. We know that the hands that craft the hats are done with a great sense of pride, but then when the hats are worn, that same legacy continues. So it just brings us a lot of pride.”
Ms Keir, who is also Akubra’s product education manager, said she was humbled to be related to the founders of the company.
“My great, great, great grandfather started it,” she said.
“I’m really lucky as both of my siblings are working in the business as well, so for us to be able to continue that legacy gives a huge sense of pride.”
Ms Keir, who was happily fitting hats at Akubra’s stand in “sideshow alley” at the rodeo, said she still got a great thrill out of matching a customer with a new headpiece.
“Oh, I love it,” she said.
“I spent five years in our Sydney store in the Strand Arcade doing retail. I think that’s where I get to connect with people the most.
“When people don’t know who they are talking to, it’s nice to hear them tell their stories of Akubra and how it’s been a part of their family.”
North West Weekly understands that Akubra has initially signed on for a three-year deal with the Mount Isa Mines Rodeo, but Ms Culina said she hoped the partnership would continue for much longer.
“We’re all about relationships and partnerships. It’s what is most important to us,” she said.