Like all good ideas, Dinkum Australia was conceptualised around a fire, in outback South Australia. Unlike most genius ideas we all formulate when fueled by a beer or two, this one stuck! Our mission was to create a brand that we could finally identify with, it would reflect the qualities of Australian lifestyle we love and live.
But what would we call it?
Two words, one phrase - Fair Dinkum. An expression used for centuries across Australia, Merriam Webster defines the phrase as “unquestionably good or genuine”. We couldn’t think of a more suited line to describe the Australian culture.
We are lucky to call Australia home, and the culture (though still relatively young) has developed to be one of hard work, giving it a fair go, helping your mates and paying the favour forward. Maybe it’s derived from early days on the harsh land, maybe it’s in the water - all we know is our mission is clear and the path is defined.
Dinkum Australia’s clothing range, designs and (soon to be) 4WD accessories are affordable, quality items made to be worn and used. Get them dirty, thrash them at the pub, work your hardest in them and use our gear for what it’s made for. We know what’s in store for these products, the Aussie lifestyle is no walk in the park - but we wouldn’t change it for the world.
Of course, in the true Aussie spirit - we believe in helping our neighbour which is why a percentage of every sale goes to a charity.
