The timing of the release couldn’t have been better, with Australia recently winning the first Ashes test against England, adding to the excitement around the collaboration. The Boland episode is part of Hard Yakka’s Meet the Legends video series which features stories about iconic Australians, and their connection to its brand and values. In addition to the Scott Boland episode, the Meet the Legends campaign features participants including conservationist Robert Irwin, Shaun Bruce, Angus Glover and Isaac Gattorna from the Sydney Kings basketball team, and NSW flood relief volunteers, among others. Hard Yakka marketing manager Jayne Willmott told Inside Retail that the brand is currently in a growth phase, with sales and traffic continuing to increase. As the cold weather kicks in, customers are increasingly looking to upgrade their workwear collection.   Willmott added that Hard Yakka has also seen exceptional growth in its women’s industrial workwear range. This, she said, reflects increased participation of women in industries that require durable and industrial workwear. Willmott said that the Meet the Legends campaign would also encourage customers to spend more time on the brand’s website. This, in turn, is likely to contribute to an increase in sales.   Emerging legend She added that the Boland feature was released to coincide with the start of the Ashes series and has already received tens of thousands of views. With Australia winning the first series, the view count is expected to ramp up further. Willmott also said that the most recent episode highlighted the craftspeople who build the cricket bats – while wearing and endorsing Hard Yakka products.  “We’re always on the outlook for talent aligning with our brand, and Scott certainly fits the bill,” she said. “He’s an emerging legend of the game [and] we’ve already seen people spending time on our sites looking at our products. It is an extra driver for people to consider the brand as well.” Willmott revealed that Hard Yakka is planning to introduce a range of new products, which “stretch the thinking” on what’s traditionally considered to be workwear. Without going into specifics, she hinted that the new products would offer items that can be worn beyond the workplace. She also noted that accessories – such as socks and underwear – have been a particularly strong performer for the brand in recent months. These accessories are now available to purchase at Target – a key wholesaler. “The other thing on our horizon is international growth and expansion,” Willmott said. “Hard Yakka is [presenting] at the upcoming trade show in Dusseldorf, Germany, in late October. It’s a great opportunity to showcase the brand on a global stage.” The brand already has a presence in several markets across Europe and Asia, with Willmott stating that it is open to further expansion opportunities, should they become available. Product evolution With consumers and retailers pulling back on discretionary spending amid cost of living pressures, Willmott believes that people are becoming more discerning, and are choosing to invest in products that are value-for-money, and that last. “Hard Yakka products are almost essential for our core audience as they go to work. With times being tough, they need to find products that are durable, and that deliver real value,” Willmott said. She added that the workwear industry is in a state of evolution, with the lines between workwear and lifestyle increasingly blurred. As such, Willmott said that there are new opportunities for Hard Yakka to create products that can be worn beyond the worksite. “People are reaping the benefits of that hybrid apparel and footwear coming into the market. It’s a trend that started a few years ago, but we don’t see it slowing down,” she said. “Customers also demand more of their products and – as purse strings tighten – we’ll lean into [items] that look great, are highly functional and can really deliver.”