How ooGee is reviving Australian craftsmanship

When Peter Walcott launched ooGee, it was about more than creating a stylish, sun-smart hat. Peter tells KBB it was about bringing Australian craftsmanship and manufacturing back to the Central Coast with a product that genuinely reflected the Australian spirit.

“The idea for ooGee was born during the COVID period when I recognised an opportunity to re-establish local production in Australia,” Peter explains. “Our first venture into domestic manufacturing was with ooGee, and from the outset, the brand was designed to encapsulate the essence of Australia—Bush, Beach & Beyond.”

Peter’s passion for hats started early. At just eight years old, he won ‘Best Easter Hat’ at school with an Alice in Wonderland-themed creation.

“That experience instilled a love for creativity and design that has stayed with me throughout my career,” he says. His fascination with attention to detail and quality never faded, eventually leading him into the world of hat-making.

Bringing hat-making back to Australia

One of Peter’s biggest challenges was overcoming the decline of hat manufacturing skills in Australia. Since the 1980s, local production had dwindled, and by 2022, only a handful of Australian factories remained.

“We were fortunate to recruit a few talented individuals from the Central Coast, who then helped attract others to the team,” he explains. “By investing in training and refining traditional techniques, we were able to rebuild a strong foundation for Australian-made hats.” This investment in skills not only revived the craft but also ensured a future for homegrown artisans.

What makes ooGee hats special?

Unlike mass-produced hats from overseas, ooGee prides itself on small-batch manufacturing, allowing them to be more flexible and responsive to market trends.

“What makes ooGee truly unique is its dedication to local production, which allows us to be nimble and innovative,” Peter explains. “Unlike brands that rely on overseas manufacturers and high minimum order quantities, we can produce smaller, more bespoke runs.” This adaptability enables ooGee to keep its collections fresh while maintaining exceptional quality.

Sustainability stitched into every design

While many brands focus on ‘eco-friendly’ materials that degrade quickly, ooGee prioritises durability and longevity, ensuring that each hat is built to last.

“Sustainability is at the core of what we do, but our approach is different from fast fashion’s interpretation of ‘eco-friendly’ materials,” Peter says. “Instead of creating hats that biodegrade quickly, we focus on longevity—designing headwear that stands up to the elements and lasts for years.”

By using materials such as Australian wool felt and their proprietary Flexibraid® technology, ooGee combines sustainability with practicality. “Flexibraid® ensures our hats are lightweight, crush-resistant, and retain their shape while providing UPF50+ sun protection,” he adds. Every material is carefully chosen to balance style, comfort, and environmental responsibility.

A partnership with purpose

One of ooGee’s most exciting collaborations is with Australian artist Timothy Johnston, whose aerial seascapes capture the beauty of the country’s coastline. But this partnership extends beyond aesthetics—it’s also about making a difference.

“We wanted to collaborate with an artist who embodied an authentic Australian spirit, but without falling into the cliché of the rugged ‘bushie’ stereotype,” Peter explains. “When we came across Timothy Johnston’s aerial seascapes, we were immediately captivated.”

Timothy’s passion for marine conservation led to a collaboration with Taronga’s Reef Recovery Program, which works to preserve the genetic material of Great Barrier Reef corals for future restoration.

“The partnership was a perfect fit—our hats provide protection from the sun, while Taronga is working to protect reefs from the impacts of climate change,” says Peter. “Together, we’re making a tangible difference.”

A whale tail with a message

To further reinforce their commitment to conservation, ooGee introduced a removable whale tail lapel pin, inspired by renowned marine photographer Craig Parry.

“The whale tail lapel pin, based on Craig’s iconic marine photography, serves as a reminder of the beauty of our oceans and the importance of protecting them,” Peter says. This small but meaningful addition allows customers to wear their support for marine conservation proudly.

Building a brand from scratch

Growing ooGee hasn’t been without its challenges, but Peter has remained steadfast in his commitment to authenticity, quality, and sustainability.

“Staying true to our brand identity has been crucial,” Peter shares. “It would have been tempting to cut corners by manufacturing offshore or introducing styles that didn’t align with the Australian aesthetic. But we’ve remained committed to our values—authenticity, quality, and sustainability.”

For other small business owners looking to grow, Peter emphasises the importance of focusing on core values rather than chasing short-term trends.

“For small business owners looking to launch or scale a product-based business, it’s essential to identify what works in the market and find ways to improve or differentiate it,” he advises. “Maintaining healthy profit margins from the outset ensures financial sustainability and growth.”

What’s next for ooGee?

With its Timothy Johnston collection gaining traction, ooGee is setting its sights on international expansion. Plans are already in motion to launch in the US, where Timothy has a studio in Los Angeles.

“Tim has a studio in Los Angeles, and we’re planning to launch the collection in the U.S. market within the next couple of years,” Peter reveals. This marks an exciting step for the brand as it brings its uniquely Australian craftsmanship to a global audience.

For anyone dreaming of starting their own business, Peter’s advice is simple: embrace the journey and don’t let setbacks deter you.

“There will always be obstacles, but the key is to keep moving forward,” he says. “Don’t dwell on setbacks, and certainly don’t waste time complaining about them. Approach every challenge with resilience and a belief that the road ahead will eventually smooth out.”

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