The Rise of Rural Wear

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By Dwain Duxson.

The Rise of Rural Wear -  We spoke about RB Seller the other day and its growing success over a 30 year period. But, one thing that caught my eye at "Beef" was the growing enormity of these Northern clothes brands. Ringers Western, Ariat, Dusk on the Downs, Country Truckers Caps, etc, are growing for what I will label Rural Wear. 

We were saddled up beside the guys from Dusk on the Downs, and they were flat-stick all day. We got talking to them at the end, and they started out selling candles, and the business somehow morphed into this Rural Wear beast, and now they have a shop in Mackay and literally can't keep up. 

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We assumed their biggest sellers would have been the caps, but they said no; it was their Footy Shorts and linen range that flew off the shelf. I'd probably define these brands as more Northern Rural Wear as it has a distinct look and angle to it, a bit of traditional Cowboy/girl about it, heavily branded in that you buy the name and probably favoured more by women than men. But it doesn't matter if you are from an Outback Station or reside in Rockhampton; this look is in. 

But there is one thing that this stuff rides on the back of: these brands are created and fed through social media. They all have a huge presence in this area, and the marketing through these platforms is intense. What changes have you seen in "Rural Wear" over the years? Reply to dwaind@farmtender.com.au

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