Since first exhibiting in 2019, Workwear Group has returned to every A+A driven by our commitment to innovation, craftsmanship and design excellence in protective workwear. This year, a contingent of product and brand specialists, supported by senior leaders from across Workwear Group, represented the depth of our business on the global stage. 

For Hard Yakka, A+A is more than an exhibition. It’s the world’s biggest platform to demonstrate the capability and nearly a century of design expertise that define Australian workwear. Last week, Hard Yakka proudly took to that stage - introducing our brand to new audiences around the world. 

Across four exceptionally busy days, Hard Yakka welcomed visitors from every corner of the globe, from long-standing partners to attendees discovering the brand for the first time. 

For many, it was a powerful introduction. What resonated most was our 94-year legacy of tough Australian design, underpinned by capability and quality forged through decades of creating gear as hardworking and resilient as the people who rely on it. 

Hard Yakka’s heritage of real work in real conditions from mines to rail, construction to regional communities - created genuine connection with visitors seeking proven performance. 

A defining highlight of A+A was the united presence of Hard Yakka, Footsure (UK) and DuBois (Europe) a partnership built on shared values, aligned ambition and confidence in the product. 

Together, we showcased Hard Yakka’s durability, design leadership and real-world heritage to new global audiences. The collaboration across continents underscored the strength of our partnership and the growing demand for Australian workwear internationally. 

Peter Flynn, Group Manager – International Sales, reflected: 

“For me, it was just a further expansion of our brand on the world’s biggest stage, and to see the collaboration of both our Australian team and our UK and European partners working as One World Hard Yakka — it was simply amazing to watch unfold. 

Our partnerships are world class and befit one of the oldest hardworking brands on the planet — Hard Yakka.” 
— Peter Flynn, Group Manager – International Sales 

This united presence is now reinforced by Workwear Group’s expanding in-country teams across the UK, France, Germany, Belgium and the Netherlands , ensuring Hard Yakka’s presence is both global and local. 

Hard Yakka’s global reach continues to accelerate. Once known primarily to 25 million Australians, today more than 4 billion people across the UK, Europe and beyond have access to Hard Yakka products — an extraordinary leap driven by brand momentum and international partnership. 

This global visibility strengthens Hard Yakka’s position as one of Australia’s most iconic and enduring workwear brands — with a future that is increasingly global. 

As Workwear Group strengthens its position as a global force in purpose-driven workwear design, Hard Yakka continues to demonstrate what Australian capability, heritage and innovation can offer the world. 

A+A offered invaluable insight into emerging global trends and expectations — informing the next chapter of Hard Yakka’s international growth. 

“I am really proud of the affinity that is building for Hard Yakka globally, and this was evident at the recent A+A safety trade show, where Hard Yakka received overwhelming attention. With the support of our UK and Europe distributor, Footsure, I am confident that Hard Yakka will become the workwear brand of choice in the region.” 
— Prashant Billimoria – Executive General Manager, Workwear Group  

Bringing Hard Yakka to the world stage was a significant undertaking — made possible by the dedication and collaboration of teams across Australia, the UK and Europe. 

A huge thank you to everyone involved. The effort behind A+A was extraordinary, and its impact will carry forward long after the doors closed. 

Hard Yakka is proud to champion Australian workwear on the global stage — and proud to represent the collective strength of Workwear Group as our brands continue to grow, evolve and lead internationally.