When fashion meets function: the Aussie headwear brand turning heads with new crush-resistant technology


When it comes to slowing down the hands of time, sun protection is often the top pick by leading dermatologists for maintaining skin’s natural integrity and youthful lustre.

According to the Skin Health Institute, the biggest contributor to premature ageing in Australia is unprotected sun exposure. Responsible for 90 per cent of the visible changes to the skin’s surface, photo-ageing is the direct result of cumulative sun damage to the dermis, and can result in dryness, irregular pigmentation, wrinkling, broken capillaries, and in some cases, cancer.

While it’s impossible to avoid ultraviolet light completely, investing in daily sun protection—think the slip, slop, slap—can help slow and reverse the physical tell-tale signs of premature ageing.

Helping Aussies combat harmful UV-rays and look good while doing it, Australian Headwear brand, ooGee, have released their inaugural collection of stylish, crush-resistant hats made from a proprietary, self-developed textile innovation called Flexibraid®.

Stylish, sun smart, incredible quality & Aussie made

The first of its kind in the Australian market, Flexibraid® technology interlaces extruded fibres and yarns into one single, continuous braid, and combines unique flexible filaments that maintain the shape of each hat regardless of wear time, storage conditions and the environment.

Invented by Peter Walcott, the founder of ooGee, Evoke and Rigon Headwear, the gender-neutral range of innovative hats are inspired by an iconic Australian location and is designed to provide a durable, lightweight, and comfortable hat-wearing experience for the wearer.

“ooGee is a celebration of Australia’s unique heritage and style so it was important for the hats to serve both a functional and aesthetic purpose while appealing to a range of lifestyles,” said Peter.

“Our Flexibraid® technology allows our hats to survive long-haul flights in a suitcase, withstand both wind and rain, and provide the highest possible sun protection – all while maintaining its structural integrity, shape and colour,” Peter added.

Approved by the Australian Radiation Protection and Nuclear Safety Agency (ARPANSA), ooGee’s range of stylish hats are scientifically proven to provide UPF50+ sun protection and are fitted with the brand’s discreet internal ‘ComfyFit’ headband for a secure and custom fit.

According to the Australian Institute of Health & Welfare, melanoma of the skin is the third most commonly diagnosed cancer in the country and was responsible for 16,800 new documented cases in 2021. With 1 in 18 Australians purported to fall prey to this disease by the age of 85, early adoption of safe sun practises remain crucial in combating this progressive illness.

Designed to protect the skin from UV-damage all year round, every ooGee hat is equipped with a generous brim and concealed crown in order to provide the highest possible sun protection on the market.

Reinvigorating local manufacturing and the future of traditional hat-making in Australia, all hats in the ooGee range are handstitched at their West Gosford facility and available nationwide. To learn more about the brand and its range, please visit: www.ooGee.com.au

Jo’s review: “I love these hats. Incredible quality, great fit (adjustable), stylish, comfortable, sun smart, fashionable, you can dress up or down, great for the beach and also for everyday wear. I have the ivory and the sand. These are a solid 10/10 for me and a must have.”