AKUBRA x RB SELLARS

© COPYRIGHT AKUBRA 2025. BRAND For 150 years, Akubra has been a true symbol of rugged durability, timeless style, and Australian heritage. Each handcrafted hat tells a story of adventure, resilience, and individuality, making Akubra essential for outdoor explorers, Aussie style enthusiasts, and anyone bold enough to forge their own path. The craft of creating an Akubra hat is a skill mastered only by those who understand the essence of quality. At the benches, our Master Hatters work with the same focus and patience that has shaped Akubra hats for generations. Their knowledge is in their hands. Knowing by touch when felt is ready to be blocked, how to set a brim so it keeps its line, where to place a stitch so it will hold for years. They guide each of the 162 steps it takes to make an Akubra, ensuring nothing leaves the floor without meeting the standard set long before their time. Outcomes Share the Akubra story in your own words Recognise how our values show up in everyday moments Communicate confidently about our product quality and craftsmanship Embody the Akubra brand in how you show up, and connect with others AKUBRA RETAIL ACADEMYBRAND KNOWLEDGE

© COPYRIGHT AKUBRA 2025. THE MAKING AKUBRA RETAIL ACADEMYCRAFTSMANSHIP KNOWLEDGE Every Akubra begins as loose fibres of premium rabbit fur. From there, it passes through 162 individual steps, each carried out by skilled hands in our Kempsey workshop. The process starts with blending and felting, where fibres are cleaned, mixed, and bound together under heat, moisture, and movement. The felt is then shaped on blocks to create the crown and brim, pressed and dried until it holds its form. Edges are cut and finished, the brim is set to its final line, and the crown is shaped with the intended crease. Each hat is fitted with its sweatband, trimmed with its hatband, and checked for size, balance, and finish. Every stage serves a purpose — protecting the felt’s integrity, ensuring the fit is true, and creating a finish that will last. Nothing is rushed. Nothing is overlooked. The tools may have modernised in places, but the heart of the work remains the same: one maker at a time, shaping a hat to meet the standard that carries the Akubra name. When you hold an Akubra, you’re holding the result of time, skill, and care that begins long before you try it on. And will stay with you for years after.

© COPYRIGHT AKUBRA 2025. HISTORYKensington Hat Mills is established near Hobart by Benjamin Dunkerley.On August 7, sales agent (and shareholder) Arthur P Stewart registers Akubra as a brand name for a series of Dunkerley hats. The origin of the name remains a myth to this day.Benjamin Dunkerley dies. Stephen Keir becomes the business patriarch. Operations are moved to an expanded workshop in Bourke Street, Waterloo. The business will soon be employing hundreds of hat makers.Stephen Keir II joins the business. Staff numbers reach 500. Around 80 percent of production is for the armed forces. The business moves its operations and opens a new workshop in Kempsey, on the mid-north NSW coast.Akubra celebrates its 21-millionth produced hat. Akubra Hats gain popularity in country and regional Australia. Stephen Keir IV joins the business.Akubra is awarded 100% supply of the Australian Slouch Hat. The Akubra name turns 100. Stephen Keir V commences Master Hatter training, continuing the family legacy of the craft.Akubra is acquired by Andrew and Nicola Forrest’s private investment group Tattarang, continuing their focus on protecting and preserving iconic Australian brands.1876 1912 1918-1919 1940-1970 1980-1990 2000s Present

© COPYRIGHT AKUBRA 2025. AKUBRA RETAIL ACADEMYSTART TO FINISHPROUDLY AUSTRALIAN MADE Every fur felt Akubra hat is handcrafted in Kempsey, New South Wales, where it has been made for generations. Unlike many brands that outsource production, every stage of the journey happens under one roof, making Akubra a genuine Australian-made icon. CRAFTED THROUGH 162 INDIVIDUAL STEPS Each hat begins as premium rabbit fur felt and passes through 162 carefully executed steps before completion. From felting and blocking to shaping, trimming, and finishing, every process is carried out by skilled craftspeople dedicated to producing a hat built to last. 150 YEARS OF HERITAGE, SKILL AND QUALITY For over 150 years, Akubra has represented Australian resilience, adventure, and craftsmanship. The knowledge of our Master Hatters, passed down through generations, ensures every hat meets the same uncompromising standards that have made Akubra an Australian icon.

BRIM EYELETS OUTER BAND CROWN PINCH© COPYRIGHT AKUBRA 2025. PRODUCTS HAT Anatomy AKUBRA RETAIL ACADEMYPRODUCT KNOWLEDGE CROWN The top part of the hat that sits on your head. PINCH The indented area near the front of the crown. CREASE The shaped dent or fold in the crown that defines the hat’s style. EYELETS Small holes, often reinforced, for ventilation. BRIM The projecting edge of the hat that shades the face and neck. OUTER BAND Decorative band wrapped around the base of the crown, usually ribbon or leather. SWEATBAND Inner band around the crown that absorbs sweat and improves fit.

© COPYRIGHT AKUBRA 2025. PRODUCTS AKUBRA RETAIL ACADEMYPRODUCT KNOWLEDGE BRIMWidths MEDIUM - 70 TO 80MM These are to be found more so in Akubra’s adventure range, with a brim that it not too big and can be worn in the city and in the bush. For anyone looking for a sense of adventure LARGE - 80 TO 100MM The working collection features some of Akubra’s most popular classics like the Cattleman, these are hats that are typically worn by the people on the land. XLARGE - ABOVE 100MM The western collection features a range of models with extra large brim widths, however, this can cross over to our working collection as well.

© COPYRIGHT AKUBRA 2025. PRODUCTS AKUBRA RETAIL ACADEMYPRODUCT KNOWLEDGE BRIMEdges BOUND EDGE A bound edge brim is when the edge of the brim is finished with a ribbon or binding, usually made from grosgrain fabric, that is sewn all the way around. As seen on : Cattleman RAW EDGE A raw edge brim on means the brim is cut cleanly and left unfinished without the stitching, binding, or turned-over edge that some other hats feature. As seen on: Riverina, Dusty Dawn, Rough Rider

© COPYRIGHT AKUBRA 2025. PRODUCTS AKUBRA RETAIL ACADEMYPRODUCT KNOWLEDGE CROWN Shapes CATTLEMAN Classic crease with a single central dent and two side dents, commonly seen in western hats. CIGAR Long, narrow central crease resembling a cigar, giving a sleek and defined look. TEARDROP Crown shaped like a teardrop when viewed from above, tapering toward the front

© COPYRIGHT AKUBRA 2025. PRODUCTS AKUBRA RETAIL ACADEMYPRODUCT KNOWLEDGE FACE Shapes OVAL Rounded jawline with face length greater than width of cheekbones and forehead greater then jawline. SQUARE Sharp jawline with measurements all fairly similar. DIAMOND Pointed chin with face length the greatest measurement then cheekbone then forehead and lastly jawline. ROUND Soft jawline angle, similar cheekbone and face length measurement which is larger than jawline and forehead measurement.

© COPYRIGHT AKUBRA 2025. AKUBRA RETAIL ACADEMYPRODUCT KNOWLEDGE WORKING Where tradition meets resilience. The Akubra Cattleman Fawn is crafted for those who rise with the sun and never shy away from a hard day's work. Durable, stylish, and undeniably iconic. This hat is a symbol of rugged sophistication—a trusted companion for farmers, stockmen, and outdoor adventurers. CATTLEMAN FAWN SAND Handcrafted in Australia Water resistant rabbit fur felt UPF 50+ sun protection Leather outer band with brass pin BRIM WIDTH 83mm CROWN SHAPE Teardop EYELETS Yes LINING No EDGE Bound SWEATBAND Leather KEY TALKING POINTS Akubra’s most iconic and recognisable style. A true Australian working hat. Features a timeless, classic shape that has become synonymous with the Akubra brand.

© COPYRIGHT AKUBRA 2025. AKUBRA RETAIL ACADEMYPRODUCT KNOWLEDGE WESTERN The Akubra Rough Rider Light Sand isn’t just a hat—it’s a companion for the fearless. Made for those who chase horizons and carve their own paths, this hat blends practicality with signature Akubra style. Crafted for durability and comfort, this hat stands up to the elements while making a statement wherever your journey takes you. ROUGH RIDER BLACK LIGHT SAND Handcrafted in Australia Water resistant rabbit fur felt UPF 50+ sun protection Braided double horse hair tail band with brass pin BRIM WIDTH 98mm CROWN SHAPE Cattleman EYELETS No LINING Yes EDGE Raw SWEATBAND Leather KEY TALKING POINTS A classic Australian western- style hat with strong bush heritage influences. Captures the spirit of rodeo and country living. Finished with a distinctive plaited horsehair band for added character and authenticity.

© COPYRIGHT AKUBRA 2025. AKUBRA RETAIL ACADEMYPRODUCT KNOWLEDGE WESTERN A statement hat inspired by the expansive beauty of the wide-open West. Featuring a bold Western-style crown, generous wide brim, and a distinctive equestrian-inspired band, this design effortlessly blends rugged frontier style with timeless sophistication. Perfect for the trail, the paddock, or styled for modern everyday wear, the Dusty Dawn is where tradition meets adventure. DUSTY DAWN SPICE Handcrafted in Australia Water resistant rabbit fur felt UPF 50+ sun protection Leather outer band with horsehair detailing and pin BRIM WIDTH 102mm CROWN SHAPE Cigar EYELETS No LINING No EDGE Raw SWEATBAND Leather KEY TALKING POINTS One of the most successful recent additions to the range. The soft, earthy tones offer a fresh take on traditional hats while remaining Australian. Ideal for customers seeking a versatile hat that transitions effortlessly from country to lifestyle wear.

© COPYRIGHT AKUBRA 2025. AKUBRA RETAIL ACADEMYPRODUCT KNOWLEDGE WORKING The Akubra Riverina embodies the spirit of Australia’s farming heartland. Inspired by the vast landscapes and rich agricultural heritage of the Riverina, this hat is designed for those who respect the land and its legacy. With a broad brim for superior sun protection and durability, it’s a timeless essential for those who appreciate both style and practicality. RIVERINA BRAN LODEN SAND Handcrafted in Australia Water resistant rabbit fur felt UPF 50+ sun protection Braided leather band with brass pin BRIM WIDTH 102mm CROWN SHAPE Cigar EYELETS Yes LINING No EDGE Raw SWEATBAND Leather KEY TALKING POINTS Designed with a dipped front and back brim for enhanced sun protection. An excellent all-round style, with a versatile crown and brim shape. Combines practicality with a relaxed, bohemian-inspired aesthetic.

Durable, water-resistant, holds shape over time. Proven sun protection. Comfortable fit, wicks moisture, shapes to the wearer. For lighter weight and improved airflow. Satin lining for a dress finish and crown protection. Kangaroo leather Crocodile leather Plaited leather Fabric ribbon bands Horsehair braid Genuine opal insets Metal plates or pins Strong, lightweight, and supple. Distinctive grain and rugged durability. Hand-braided for texture and visual interest. Classic finish for formal or urban styles. Western influence, adds movement and character. Australian-sourced, adds a unique focal detail. Discreet Akubra identity markers. © COPYRIGHT AKUBRA 2025. AKUBRA RETAIL ACADEMYPRODUCT KNOWLEDGE Core Premium rabbit fur felt UPF50+ rated felt Leather & Buckram sweatband Unlined Lined Trims

© COPYRIGHT AKUBRA 2025. SIZE AND FIT Focusing on Akubra’s sizing and fit, how to measure, fit, and guide customers to their perfect hat. It’s about understanding the nuances of handmade craftsmanship, natural materials, and how a hat settles over time. By mastering the art of fitting, you help customers feel confident, comfortable, and proud of their Akubra — ensuring every hat not only looks right but feels right for years to come. Outcomes Confidently determine a customer’s correct hat size Guide customers on how different styles and crown shapes affect fit Provide solutions for customers between sizes or needing adjustments Explain how a hat will settle over time and set expectations appropriately Ensure customers leave with a comfortable, secure, and personalised fit

© COPYRIGHT AKUBRA 2025. SIZE AND FIT AKUBRA RETAIL ACADEMYSIZE & FIT KNOWLEDGE Size and Fit Reinforcement A good fit means comfort, balance, and a hat that stays put in all conditions. Akubra hats are made to shape to your head over time, so choosing the right size from the start will give you lasting comfort and performance. PROOF Measure where the hat will naturally sit: above the ears and about a finger’s width above the eyebrows. Keep the tape level, but not tight. You’re looking for comfortable, not squeezed. If between sizes, choose the larger size for comfort. Akubra hats can shrink slightly with heat and wear, so a looser fit is best at the start. Use hat fillers behind the inner band to fine-tune fit if needed. POSITIONING “Your hat should never feel tight.” “A slightly loose fit now means a personalised fit later.” “It’s not just about size — it’s about how it feels on your head all day.” VALUE The right fit means your hat will mould to you over time, improving comfort and balance, and ensuring you get years of wear from it. FIT Ideal fit feels firm without pressure points. The brim should sit level and proportionate to your face and shoulders, giving both protection and the look you want.

© COPYRIGHT AKUBRA 2025. CARE This chapter covers the care and maintenance of Akubra hats — how to protect, clean, and preserve their quality over time. It’s about understanding the materials, the impact of daily wear, and the simple steps that keep each hat looking and feeling its best. By sharing this knowledge with customers, you help them extend the life of their Akubra and maintain the pride and heritage that comes with owning an iconic Australian hat. Outcomes Educate customers on how to maintain their hat for longevity Provide clear instructions on cleaning, storage, and handling Identify risks that may damage a hat and advise prevention Explain care differences across materials, colours, and finishes Empower customers to feel confident looking after their Akubra Skills & Competencies Care and maintenance expertise Problem prevention Material-specific care communication Customer education Protecting long-term product value

© COPYRIGHT AKUBRA 2025. CARE AKUBRA RETAIL ACADEMYSIZE & FIT KNOWLEDGE Care Reinforcement Regular care preserves the shape, fit, and comfort of your Akubra, keeping it ready for years of wear. From cleaning to reshaping, storage to securing it in the wind, these steps protect and keep your hat looking its best. PROOF Cleaning: Use a soft-bristled brush to remove dust, brushing in a counterclockwise direction for felt hats. Always clean before storing. Steaming: Apply steam to soften the felt, reshape by hand or against a firm surface, then allow to cool fully to set the shape. Avoid steaming the leather sweatband. Storage: Keep in a cool, dry space away from heat and damp. Store crown-down to protect the brim. For long-term storage, use a hat box lined with tissue paper. Chinstrap installation: Lift the sweatband to find the space between band and body, slide in each chinstrap end without tools or glue, adjust for a snug fit, and test for hold. Avoid direct heat sources, heavy stacking, or hanging that distorts the band. POSITIONING “Two minutes of care keeps your hat in shape for years.” “Store it right, wear it for longer.” “A little maintenance protects both fit and shape.” VALUE Looking after your hat means it will last for years, retain its fit, and keep performing in all conditions. FIT A well-cared-for hat maintains its original fit, balance, and brim shape, ensuring comfort and protection every time you wear it.

© COPYRIGHT AKUBRA 2025. CUSTOMER EXPERIENCE AKUBRA RETAIL ACADEMYSTART TO FINISH WELCOME & INITIAL ENGAGEMENT Greet the customer and make them feel comfortable. Ask: "Are you familiar with Akubra hats?" Ask: "Have you worn a felt hat before?" This helps gauge their level of knowledge and allows you to tailor the conversation accordingly. DETERMINING SIZING Ask: "Do you know your hat size?" If not, offer assistance: "Would you like me to measure you?" Measure the customer's head and explain the fit process. Discuss how an Akubra should fit and any considerations for wear over time. UNDERSTAND THEIR NEEDS Ask: "What are you looking for in a hat?" Follow with: "What will you primarily be using it for?" Examples: Everyday wear Work Travel and/or Fashion Events and occasions Use their answers to guide style recommendations. RECOMMEND SUITABLE STYLES Present 2–3 styles that suit their needs. Explain the key features, benefits, and personality of each style. Relate the recommendation back to their intended use. Example: "Based on what you've told me, the Riverina would be a great option because it offers excellent sun protection while still being versatile enough for everyday wear." BUILD CONFIDENCE IN THEIR CHOICE Reassure them on fit, comfort, and suitability. Explain the quality, Australian heritage, and longevity of an Akubra. Discuss care and maintenance to maximise the life of the hat. ENCOURAGE THE TRY-ON EXPERIENCE Ask: "Would you like to try one on?" Assist with fitting and positioning the hat correctly. Allow the customer to compare different styles and colours.

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