Sportscraft Celebrates 100 Years as an Iconic Australian Fashion Label

Sportscraft has recruited eight iconic Australians as brand ambassadors for the iconic fashion label’s 100 year anniversary campaign.

Sportscraft’s Iconic Australians – celebrity chef Kylie Kwong; Rugby Union legend Nick Farr Jones; award winning actress and director Gracie Otto; top model Samantha Harris; Golden Globe winning actress Rachel Griffiths; Aussie lifesaver and the star of TV’s ‘Bondi Rescue’ Anthony ‘Harries’ Carroll; 2013 Australian of the Year Ita Buttrose; and Olympian Michael Klim – have been selected for their representation of the Australian lifestyle: a vibrant arts scene, a sporting nation, diverse cuisine, egalitarian life and the enduring positive spirit that is our sunburnt country.

These Iconic Australian personalities have been brought together to shoot two new campaigns for Sportscraft at the quintessential Sydney location, Nielsen Park. Shot by renowned Australian photographer, Hugh Stewart and styled by Tory Collison, the campaigns will capture the personality of the brand.

Woolf Bardas, founded Sportscraft in 1914 on his love of the Australian way of life: “It’s freedom… no boundaries… embracing sport, activity, adventure, the salty sea and smell of the bush, wind and surf… the pulse of life, in the land of the promise… Natural elements and vibrant colours, full of life. ”

Legendary Australian photographer Helmut Newton was commissioned to shoot Sportscraft campaigns in the 1950s and 1960s.

Since the 1960s, many high-profile models of the moment have been featured in Sportscraft campaigns and in editorial including Angelica Houston, Maggie Tabberer, Jean Shrimpton, Janice Wakely and Kristy Hinze. Sportscraft was also featured in the launch edition of Australian Vogue in both editorial and advertisements.

Sportscraft was the first Australian fashion label to open a concept ‘shop within a shop’ concession space in Myer in the early 1950s and it was the first Australian fashion label to be awarded a “Pure New Wool License” from Woolmark in 1964.

Sold in over 220 locations around Australia including freestanding and concession stores (David Jones & Myer) and online at sportscraft.com.au, Sportscraft is one of Australia’s most enduring and trusted lifestyle brands, selling on average one shirt every minute and a pair of pants every two minutes.

The campaign featuring the Iconic Australians will be rolled out in May and August as Sportscraft’s centenary celebrations continue throughout 2014.

Celebrate with Sportscraft – 100 years of Australian Lifestyle.
#Sportscraft100

L to R: Kylie Kwong, Nick Farr Jones, Gracie Otto, Samantha Harris, Rachel Griffiths, Anthony ‘Harries’ Carroll, Ita Buttrose, Michael Klim.