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Our Purpose

To create bold, relatable clothing that represents the real, raw, and hardworking lifestyle of Australia’s Mining Community on-site, off-site, and everywhere in between.

Our Mission

To deliver high-quality, unapologetic apparel that celebrates the grit, humour, and hustle of miners and tradies, while building a brand that connects legends through shared stories, hard work, and a blood good laugh.

Our Vision

To become the go-to lifestyle brand for Australia’s Mining Community - known not just for great gear, but for repping a culture built on sweat, dust, and getting the job done.

Our Values

REAL RECOGNISES REAL - We speak your language because we’ve lived it. No fluff, nothing fake. Just straight up mining pride.

WORK HARD, PLAY HARDER - We honour the grind, but we’re all about the knock-off beers, banter and R&R.

BUILT BY MINERS, FOR MINERS - We’re in this with you. We don’t just sell the lifestyle-we live it.

QUALITY GEAR, NO BULLSHIT - Our products are made to last, just like the people who wear them.

COMMUNITY OVEREVERYTHING - From camp to the crib room to your local, we back the mining crew & small Aussie businesses all the way.