Hard Yakka and Thrills release second collaboration

(Source: Supplied)

Australian workwear brand Hard Hakka has partnered with Byron Bay streetwear label to launch a second collection.

The new range spans 33 pieces of apparel and 10 accessories and features Thrills’ silhouettes with Hard Yakka’s colourways on fabrics made from organic cotton. It will be available both in-store and online.

Hard Yakka brand & content manager Kathryn Dawson-Lee said the brands’ first collaboration in August last year was a “resounding success” which helped introduce the label to a new generation of fans.

“Our digital channels have seen great uplift, bringing fresh and dynamic energy to the Hard Yakka brand.

“The campaign saw a significant increase in website visitors aged 18-24, with a 36 per cent increase compared to the previous period. This age segment also moved up into the top three for website visitation.”

Steve Fontes, Thrills’ designer, said the partnership combines the craftsmanship of both brands to create more “sustainable, durable” products that withstand the rigours of the Australian environment.

Last September, Universal Store Holdings entered into a binding agreement to acquire Cheap Thrills – trading as Thrills – for $50 million.

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