Embrace the pride of being Australian, and celebrate the combined accomplishments of all people, explorers, settlers, and immigrants who have played a pivotal role in crafting the remarkable nation we proudly call home.
Welcome to Second Nation Apparel Company
The clothing brand that embraces the spirit of proud Australians.
Our mission is not to discriminate or segregate but rather include all people, celebrate all journeys and listen and encourage all stories and contributions that have carved out this country, our country, Australia.
Our vision is a collective where Australians are empowered to explore, embrace and cherish their identity as unique, valued and significant to their place in Australia. In a world where political correctness, cancel culture, and excessive “wokeness” often feel out of place and un-Australian, at Second Nation Apparel Company, we’re here for all Australians.
We hope to inspire you to connect with your roots, discover your heritage and take pride in your origins.
To all Australian’s we ask:
• What is the story of your family’s origin?
• How did you become part of this great nation?
• Who are your ancestors who paved the way for you to proudly call yourself an Australian?
Diversity is at the heart of Second Nation Apparel Company. We wholeheartedly celebrate the rich tapestry of cultures that make up the Second Nation, regardless of the length of your stay, your origins, your traditions, or your background. We understand that the true foundation of this magnificent land was forged by the hard work, aspirations, and triumphs of many nations across the globe, who now proudly bear the Australian name.
We believe the contributions made by explorers, pioneers, settlers, and immigrants journeying from far and wide helped shape and continue to help shape our beautiful country. We recognise the equal importance of all people, all stories, all Australians and believe they should be celebrated.
How it started
Hi! I’m Ben, a descendent from English convicts sent to Australia 235 years ago on the First and Second Fleets. Convicted for doing some, shall we say ‘naughty things’ they arrived to commence their part in the shaping of Australia.
I have spent the last 10 years working in rural and remote parts of Australia helping young indigenous people connect to their culture, community, and identity.
Whilst having the Incredible privilege of working closely with community Elders and traditional landowners, I witnessed their deep dedication to fostering awareness and understanding of Indigenous culture, their origins and connections to Australia and their commitment to pass these stories onto their family for future generations.
This sparked a personal journey of introspection for me. I began to contemplate what my history was, where did it all start for me, who created my small place in Australia and what did being Australian mean for me to pass onto my family in terms of culture and connection.
Whilst exploring this concept, it became a little unsettling that I began to notice a lot of people typically assume a 40-something year old ‘white’ man as having no culture or connectedness to land. I found this idea challenging and just not representative of the life I lead and how I feel towards this country.
I felt the need to do something about it! The more I talked to the various people around me, the more I realised that there was almost a feeling of discouragement or lack of permission to celebrate our stories, our origins and our journey throughout Australian history. Second Nation Apparel Company was founded with the intention to help Australians find their place and identity and to celebrate all people, all stories, all origins and most importantly all Australians.
