Article courtesy the Courier Mail.
After buying Aussie label Driza-Bone in December, Gina Rinehart today reveals her big plans for the fashion brand – including the unveiling of a new range at the Brisbane Fashion Festival this month.
What was it about the Driza-Bone brand that made you want to invest?
Driza-Bone is more than just a brand; it’s an emblem of Australian heritage and resilience. Driza-Bone has an iconic history of crafting durable, high-quality garments designed to withstand the tough Australian climate.
Our investment via S. Kidman & Co into both Driza-Bone and Rossi Boots is an opportunity to help those in our bush with the sort of durable clothing they want, as well as to preserve some of our national identity.
What does this iconic brand mean to Australians?
To Australians, Driza-Bone and Rossi Boots represent the pioneering spirit and rugged determination that helped build our country and give us the terrific produce and lifestyle we enjoy today. Driza-Bone and Rossi are iconic symbols of our Aussie history, of hard work, and of our connection to the Outback.
Whether you’re a pastoralist, farmer, tradie, film star, polo player, or celebrity, wearing Driza-Bone and Rossi Boots connects you to a legacy that resonates deeply with our national character.
What does it mean to you, what are your memories or associations with this brand?
Personally, Driza-Bone brings memories of the Australian Outback, of living in remote areas, and witnessing first-hand the strength and resilience of our country people.
Growing up on two stations, Mulga Downs and Hamersley in the Pilbara, I understand how harsh the conditions are, and how fantastic Aussies in the bush are. They deserve clothing and boots that protect them from tough conditions.
My mother instilled in me an appreciation for design and practicality in clothing. Driza-Bone and Rossi Boots embody both. They represent not only the Australian worker but all those who value the fantastic people who helped build our country and help each day to provide our high standards of living.
What is your vision for Driza-Bone and how do you see it fitting into the fashion landscape?
The vision for S. Kidman & Co’s investment in both Driza-Bone and Rossi Boots is to continue their rich heritage, listening to those who have ideas for improvements, and exploring some innovation.
We aim to expand Driza-Bone’s appeal, making it a staple not only for those on the land but also introducing opportunities for travel wear and evening wear coats.
The range being launched at the Brisbane Fashion Festival includes special limited edition Rossi Boots and matching Driza-Bone with Rossi Boots. I have had a personal involvement in creating items for the opening of the Brisbane Fashion Festival.
How do you want to change the way the brand produces or markets its clothing to Australia, and beyond?
We’re looking to incorporate more vertical production in our production line. We are considering increasing production using our own products like hides and cotton in our boots and clothing.
In terms of marketing, we want to tell the story of Driza-Bone and Rossi Boots in a way that resonates globally, showcasing our Australian heritage and pride.
Will you modernise the brand or the product? How?
Yes, modernisation is important too.
We’re exploring new materials and technologies to enhance the functionality, comfort, and range of our products.
We’re looking at various design elements to appeal to broader audiences while retaining the wonderful classic features that make Driza-Bone unique. This means creating products that are stylish for travel and evenings on an international basis, while retaining clothing suitable for rural life.
What changes are you making to the way the product is being produced?
We will be producing different products as our designs evolve; however, we will remain committed to high manufacturing standards. This includes sourcing materials in Australia and ensuring our supply chain has durable, reliable products people can trust in harsh weather conditions, be it in Australia or travelling the globe.
Why have you decided to enter and invest in the fashion industry?
By S. Kidman & Co investing in Driza-Bone and Rossi Boots, we have the opportunity to help our people on the land across Australia, as well as showcase Australian heritage on an Australian and global stage. It’s about preserving a legacy important to Australia and expanding to international wear and evening wear. That’s a challenge we’re excited to take on.
Who is the traditional Driza-Bone consumer, and how will this change with your leadership of the brand?
Traditionally, Driza-Bone has been favoured by those in agriculture and rural areas. We aim to broaden its appeal to include urban consumers, outdoor enthusiasts, and anyone who values durability and style. Our goal is to retain our loyal base while attracting new Driza-Bone enthusiasts around Australia and the world.
Do you see your purchase of Driza-Bone as a way of keeping the company in Australian hands and ensuring it remains a local icon?
Keeping Driza-Bone in primarily Australian hands is crucial to maintaining its authenticity and heritage. It’s important to preserve this iconic brand as a meaningful symbol of our national identity and pride, a heritage and identity that have made Driza-Bone a beloved name in our country.
