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aussieBum
From Wikipedia, the free encyclopedia

aussieBum is an Australian male swimwear manufacturer, and recent years has also increased its product line to include underwear and clothing. The company is seen as having a large following among fashion-influential metrosexual and gay consumers.

Company history

In 2001, Sean Ashby started aussieBum when he couldn’t find the style of swimwear he grew up with. The company had an inauspicious launch in the middle of the dot-com bust. At the time the original website ran from a suburban lounge room, created by Ashby with bootleg web software. Joined by co-director Guyon Holland, they created a new market by bringing back the classic Aussie cossie and introducing digital printing and floral prints. Since starting out with only AU$20,000, aussieBum is now a multi-million dollar global enterprise, employing over 30 people, manufacturing over 150 different styles of products.

All aussieBum products are manufactured in Australia with the business run completely out of the company's headquarters in the Sydney suburb of Leichhardt. The brand is now sold in some of the biggest department stores in the world and is also distributed though their online e-store.

The company is known for its highly creative products, such as Essence underwear; which contains vitamins locked in the fibre which releases through the skin, and the Wonderjock; underwear designed to enhance men's assets, causing quite a stir from news broadcasters around the world.

The company has no sales representatives overseas but relies on the strength of the company website. Australian sales make up only 10% of its business, is on its way to AU$20 million in annual sales.

Advertising

aussieBum promote their products in non-traditional venues on the internet, such as blogs, the social networking site Myspace and the online game Second Life. Cultivating the image of a larrikin Australian has also helped the company get attention in overseas markets where Australian culture is still a novelty.

Celebrities including Ewan McGregor, Billy Connolly, and Daniel Radcliffe are fans of the cossies while Australian pop singer Kylie Minogue featured buff men wearing aussieBums in the video clip for Slow. Soccer superstar and men's fashion trendsetter David Beckham has also been spotted in the brand.