Where can you take a brand that's over 70 years old and already synonymous with workwear Australia wide?

Onward and upward - just so long as you continually reinforce your core strengths and use innovation smartly to enhance (and never diminish) your iconic status.

In 2007/2008, Pacific Brands' expertise in managing brands has served Hard Yakka well. The brand remains top of mind and relevant on today's work sites and to the new generation of tradies that inhabit them. And all without ever compromising Hard Yakka's hard-earned heritage of rugged toughness, durability and strength.

In April 2008 we released Hard Yakka Xtreme Workwear, utilising new technology and fabrics to provide even tougher clothing for those doing the hardest yakka.

We've also improved our existing lines with more durable fabrics, UPF 50+ sun protection, double-stitched seams and extra pockets, including one for every tradie's most important tool - the mobile phone.

And we've kept a cautious eye on the role of fashion, ensuring the Hard Yakka range is as relevant today as it was in the beginning.

In May 2008, Hard Yakka had its biggest sales month ever. You could say all our hard yakka is paying off.

HARD YAKKA HARD FACTS

• 'Yakka' is an indigenous Australian word meaning 'work'
• The 'Hard Yakka' chant has remained largely unchanged since it was first introduced in advertising almost 40 years ago
• Hard Yakka's support of the Collingwood Australian Rules Football Club is more than 30 years old, making it one of the longest partnerships in Australian sport.