Cootamundra’s Bob Holder is the face of a new Akubra hat, called The Old West. Photos: Akubra.
For more than 149 years, Akubra has crafted hats that are part of Australia’s identity.
Now, the iconic brand has drawn inspiration from Cootamundra cowboy Bob Holder for its latest creation, The Old West.
At 93, Bob still rides as the world’s oldest competing rodeo cowboy, and it is his quiet strength, mastery and integrity that inspired Akubra’s new design.
Bob’s story stretches back more than seven decades.
He first climbed into the rodeo arena as a teenager in Tumut, walked away with a win and continued to push through dusty local competitions before taking on larger arenas across Australia.
“We didn’t do it for money – we did it because we loved it,” he recalls of those early years on the back roads of Australia.
That spirit still drives him today.
Affectionately known as “The Cootamundra Cat”, Bob is still travelling far and wide to compete.
Notable is his annual pilgrimage, alongside daughter Kerrie, north to the Mt Isa Mines Rodeo, where last year he added another buckle to his collection – a custom “Over-90s Header” – proving age is no barrier when the arena calls.
Bob’s longevity has made him a living piece of Australian rodeo history, bridging the gap between the sport’s pioneers and its youngest competitors.
The Old West, designed with him in mind, nods to the timeless gentleman cowboy style he embodies while honouring Akubra’s tradition of meticulous craftsmanship.
As the face of the new style, launched this week, Bob’s the first to own one and he’s happy to.
“It’s very well made, very well put together,” he said. “A good all-rounder.”
Created by sixth-generation master hatter Stephen Keir (V) at Akubra’s Kempsey workshop, The Old West stands apart from the Akubra collection for its considered vintage style, which includes a hand-shaped shackled brim.
For Keir and all his generational knowledge, the design was personal – he even made the first sample in his own size, a sign of how much it meant to him.
Its curled edges, grosgrain ribbon, enamel pin and classic regency fawn shade reflect the toughness and character of its muse and Akubra’s long-standing philosophy: built for work as much as for style.
Bab with Akubra CEO Natalie Culina during the photoshoot at the recent Mt Isa Mines Rodeo in Queensland.
The Old West first took shape when Akubra CEO Natalie Culina first met Bob at the Mt Isa Rodeo in 2024.
She said spending time and interacting with him inspired a nostalgia in her.
“If you’re ever lucky enough to spend time with him, you quickly see what an inspirational Australian he is,” she said.
“He’s an incredible man and very generous with his time and knowledge, but also quick-witted and the ultimate gentleman.”
But she said Bob, as the world’s oldest competing cowboy, was also a living embodiment of grit, tradition and quiet authority.
So when Akubra set out to craft The Old West with him in mind, she said, it had to reflect all those qualities.
Adding a grosgrain ribbon to honour the heritage cowboy look, and the Akubra enamel pin to mark the hat as a true Australian icon, Natalie said the traditional rabbit fur heritage regency fawn shade was what you’d expect on someone who’s spent a lifetime in the saddle.
“It’s tough, timeless and it has a lot of character, just like Bob,” she said.
The entire process from design to concept took about six months. A photoshoot was also scheduled during this year’s Mt Isa Mines Rodeo.
Expect Bob to pop up everywhere.
“Our hats are worn by those who appreciate beauty in utility,” Natalie said. “From Indigenous cowboys and young rising bullriders to country music icon Lee Kernaghan, and now the legendary Bob Holder, the faces we feature aren’t models – they’re part of our story and the values we stand for.
“And that’s something that is very important to me and the brand, to ensure that it remains authentic.”
That authenticity is something Bob understands.
Having worn Akubras since the early 1980s and, now with three styles in steady rotation, he says they “never look out of place”.
As for being up to the task, take it from the new face of The Old West: “They’re very good hats indeed.”
