{{Short description|Australian men's swimwear and underwear manufacturer}} {{Multiple issues| {{Advert|date=May 2024}} {{Paid contributions|date=May 2024}} }} {{Use dmy dates|date=October 2020}} {{Use Australian English|date=July 2013}} {{Lowercase title}} {{Infobox company | name = aussieBum | logo = AussieBum logo.svg | logo_size = 175px | type = Private | founded = 2001 | founder = Sean Ashby | hq_location_city = Sydney | hq_location_country = Australia | area_served = Worldwide | industry = Fashion | products = Men's swimwear, underwear, and clothing | website = [http://www.aussiebum.com/ www.aussiebum.com] | footnotes = }} '''aussieBum''' is an Australian men's swimwear and underwear manufacturer.
==History== Founded in 2001 by Sean Ashby, he had the initial idea the year previous, whilst seeking nylon swimwear which had fallen out of favour for lycra.<ref name="AddtoCart">{{cite web |last=Hul-Miller |first=Jo-Anne |date=7 August 2023 |title=Sean Ashby from aussieBum: Around The World In Sexy Togs 324 |url=https://addtocart.com.au/add-to-cart/sean-ashby-from-aussiebum-around-the-world-in-sexy-togs-324/ |website=Add to Cart |location= |publisher=Add to Cart Pty Ltd |access-date=31 January 2026}}</ref>
The name was chosen because Ashby thought of himself as a "beach bum" and just wanted to pay the rent and spend afternoons on the beach.<ref>{{cite web |author=<!-- not stated --> |date=27 June 2014 |title=AussieBum’s Founder Dishes On The Perfect Skivvies And Which Celebs He Wants In His Underwear |url=https://www.queerty.com/aussiebums-founder-dishes-on-the-perfect-skivvies-and-which-celebs-he-wants-in-his-underwear-20140627/ |website=Queerty |location= |publisher=A Q.Digital Company |access-date=31 January 2026}}</ref>
His friend Marcia Abboud recounts she was the "un-official" co-founder of aussieBum, however she did not contribute financially, she assisted in the production of early lines of aussieBum's swimwear, pressing the brand's logo onto the garments with a heat press.<ref name="MediumCofound">{{cite web |last=Abboud |first=Marcia |date= |title=I Was an Unofficial Co-Founder of AussieBum |url=https://medium.com/a-little-stoic-wisdom/i-was-an-unofficial-co-founder-of-aussiebum-6ba1bbd5f6fa |website= |location= |publisher=Medium |access-date=31 January 2026}}</ref>
The company itself was funded by Ashby using $20,000 of savings intended for a house.<ref name="AddtoCart" />
Ashby and Abboud initially attempted to sell the swimwear to every surf and swimwear shop around Sydney, and were rejected being told that lycra was the preferred material for swimwear.<ref name="MediumCofound" />
Ashby also sold the underwear from the back of his car.<ref>{{cite web |author=<!-- not stated --> |date= |title=Sean Ashby |url=https://www.keynoteentertainment.com.au/speakers/entrepreneur/sean-ashby |website=Keynote Entertainment |location= |publisher=Keynote Entertainment |access-date=31 January 2026}}</ref>
Ashby also took all the photos for the initial photoshoots for the brand.<ref name="MediumCofound" />
In 2003 aussieBum's underwear featured in Kylie Minogue's music video for Slow it was a piece of unintentional marketing on the brand's part.<ref name="AddtoCart" /> Kylie Minogue's stylist William Baker Smith had contacted the brand requesting samples of the entire collection, only saying that it was "a bit top secret".<ref>{{cite AV media |people= |last= |first= |date= |title=Sean Ashby from aussieBum: Around The World In Sexy Togs 324 |url=https://www.youtube.com/watch?v=WzjGGfqKgu8&t=853s |trans-title= |format= |work= |type= |language=English |location= |publisher=YouTube |time=13:00 |access-date=31 January 2026}}</ref>
In 2003 with increasing sales Guyon Holland joined Ashby at aussieBum to streamline the back-end business operations.<ref>{{cite web |last=Cherrington |first=Jane |date= |title=Exporting Success |url=https://www.aim.com.au/blog/exporting-success |website=AIM |location= |publisher=Australian Institute of Management Education and Training Pty Limited |access-date=31 January 2026}}</ref> [[File:AussieBum Undies in ice blue.jpg|thumb|260px|aussieBum men's briefs, ''Ice Blue'' in colour]] In 2004 more than 80 percent of aussieBum's revenue was derived from export sales to; Europe, the United States, Canada and Asia.<ref>{{Citation | author=Australian Trade Commission | title=OUTPUT 1.4—AUSTRADE ADMINISTERED GRANTS AND LOANS |volume=Colour illustrations ; 25 cm. | journal=Annual report | year=1987 | issn=1030-5904 | series=Parliamentary paper (Australia. Parliament) | issue=2003/2004, PP no. 335 of 2004|page= 37 | location=Canberra | publisher=Australian Trade Commission | url=http://nla.gov.au/nla.obj-1324222787 | id=nla.obj-1324222787 | access-date=29 January 2026 | via=Trove}}</ref>
By 2005 exports accounted form 90 percent of all revenue. aussieBum was assisted by the Australian government through financial relief via Tradex relating to imported goods intended for re-export.<ref name="Aust Dept Industry 2005">{{Citation | author=Australia. Department of Industry, Tourism and Resources. | title=chapter 3 OUTCOME 1 PERFORMANCE, v. ; 25 cm. | journal=Annual report | year=2002 | issn=1443-8267 | series=Parliamentary paper (Australia. Parliament) | issue=2004/2005, PP no. 246 of 2005|page= 27 | location=Canberra | publisher=Department of Industry, Tourism and Resources | url=http://nla.gov.au/nla.obj-2267903438 | id=nla.obj-2267903438 | access-date=29 January 2026 | via=Trove}}</ref>
In 2005 Ashby received the Premier's NSW Export Awards.<ref name="TheAustralian">{{cite web |author=Katrina O'Brien |date=6 March 2009 |title=Smarty pants |url=https://www.theaustralian.com.au/life/wish/smarty-pants/news-story/5bc71630dc88a98c34e12c99c2a403e7 |website=The Australian |location= |publisher= |url-status=live |archive-url=https://archive.today/20260131054143/https://www.theaustralian.com.au/life/wish/smarty-pants/news-story/5bc71630dc88a98c34e12c99c2a403e7?amp |archive-date=31 January 2026 |access-date=31 January 2026}}</ref>
In 2007 aussieBum had three different manufacturers in Sydney, Australia who manufacture exclusively for aussieBum.<ref name="SmartCompany">{{cite web |last=Gome |first=Amanda |date=21 March 2007 |title=Life of a bum |url=https://www.smartcompany.com.au/entrepreneurs/life-of-a-bum/ |website=SmartCompany |location= |publisher=SmartCompany |access-date=31 January 2026}}</ref>
In 2009 Federal Member for Grayndler, Anthony Albanese congratulated aussieBum on winning the Small to Medium Manufacturer Award category in the 47th Annual Australian Export Awards.<ref>{{cite web |author=<!-- not stated --> |date=23 November 2009 |title=Albanese Congratulates Local Business |url=https://anthonyalbanese.com.au/albanese-congratulates-local-business |website=Anthony Albanese |location= |publisher= |access-date=31 January 2026}}</ref>
In October 2023 aussieBum sought to expand into India after Ashby was approached by an investor with the backing of an Indian family in Singapore who wanted to buy the company, telling him Indians found the brand appealing.<ref name="ImagesBoF">{{cite web |last=Khosla |first=Surabhi |date=24 April 2024 |title=India is one of my top 10 markets: Sean Ashby, Founder & CEO, aussieBum |url=https://www.imagesbof.in/india-is-one-of-my-top-10-markets-sean-ashby-founder-ceo-aussiebum/ |website=Images Business of Fashion |location= |publisher=Imagesbof.in. |access-date=31 January 2026}}</ref><ref name="Outlook">{{cite web |last=Sinha |first=Mahima |date=27 August 2024 |title=Aussiebum to Set Up Manufacturing Unit in India by the End of FY25 |url=https://www.outlookbusiness.com/corporate/australian-start-up-aussiebum-to-set-up-manufacturing-unit-in-india-by-the-end-of-fy25 |website=Outlook Business |location= |publisher=Outlook Publishing India Pvt Ltd. |access-date=31 January 2026}}</ref> It plans to capture 3-5% of the underwear market in India.<ref name="TheEconomicTimes">{{cite web |last=Haidar |first=Faizan |date=26 April 2024 |title=Aussiebum plans to set up manufacturing facility in India |url=https://economictimes.indiatimes.com/industry/cons-products/fashion-/-cosmetics-/-jewellery/aussiebum-plans-to-set-up-manufacturing-facility-in-india/articleshow/109621461.cms |website=The Economic Times |location= |publisher= |access-date=31 January 2026}}</ref>
In 2015 aussieBum's top five markets (not in order) were North America, United Kingdom, Germany, France and Australia.<ref>{{cite web |author=<!-- not stated --> |date=21 January 2015 |title=Creating a Buzz Downunder |url=https://gayexpress.co.nz/2015/01/creating-buzz-downunder/ |website=YOUR EX |location= |publisher=YOUR EX |access-date=31 January 2026}}</ref>
In 2019 South Korea was aussieBum's seventh largest market.<ref name="Publicaccountant">{{cite web |author=<!-- not stated --> |date=11 July 2019 |title=AussieBum’s glocal success: Turning mocks into money |url=https://publicaccountant.com.au/features/aussiebum-s-glocal-success-turning-mocks-into-money/ |website=Publicaccountant |location= |publisher=INSTITUTE OF PUBLIC ACCOUNTANTS |access-date=31 January 2026}}</ref>
==Production== Early in aussieBum's production Sean Ashby utilised three dye sublimation printers.<ref name="gjs" />
aussieBum has a 'design to shelves' process, enabling it to design and release a product within seven days.<ref>{{Citation | author=Australian Trade Commission, author. | title=Annual report | year=1987 | section=volumes : colour illustrations ; 25 cm. | issn=1030-5904 | series=Parliamentary paper (Australia. Parliament) | issue=2009/2010, PP no. 367 of 2010 |page=20 | location=Canberra | publisher=Australian Trade Commission | url=http://nla.gov.au/nla.obj-927221800 | id=nla.obj-927221800 | access-date=29 January 2026 | via=Trove}}</ref>
aussieBum intends to have manufacturing in India set up by end of year 2025.<ref name="Outlook" />
== Products == In 2005 aussieBum's product range were stocked by Selfridges in the United Kingdom, Ka Da We Department in Germany and Brown Thomas in Ireland.<ref name="Aust Dept Industry 2005" />
In January 2006 aussieBum launched "Essence" an underwear treated with acerola a high in vitamin C plant, and would impart the vitamin to the wearer, lasting 15-20 washes. It earned aussieBum a place on the front page of the New York Post.<ref>{{cite web |last=Lehane |first=Lisa |date=10 January 2006 |title=Essence by Aussiebum is Vitamin-Enriched |url=https://www.trendhunter.com/trends/essence-vitamin-enrighed-underwear-from-aussiebum |website=Trendhunter |location= |publisher=Trend Hunter Inc |access-date=31 January 2026}}</ref><ref name="ImagesBoF"/> [[File:Wonderjock.jpg|thumb|260px|aussieBum men's Jockstrap, with the ''Wonderjock Technology'']] In November 2006, the Wonderjock was launched in the aussieBum underwear lines. Wonderjocks have been designed to ''lift'' and ''enhance'' a man's "package", through the use of a fabric cup used to protrude everything out instead of just down.<ref>{{cite news|author=The Daily Telegraph|title=Daily Telegraph: Market grows for under wonder|url=https://www.reuters.com/article/internetNews/idUSSYD17865120061102|date=2006-11-01|access-date=2007-04-18 | work=Reuters}}</ref>
In March 2010 aussieBum announced a banana fibre for use in their underwear, the fabric was 27 percent banana fibre, 64 percent cotton and 9 percent lycra.<ref>{{cite web |author=<!-- not stated --> |date=5 March 2010 |title=Aussie underwear has gone bananas |url=https://www.reuters.com/article/lifestyle/aussie-underwear-has-gone-bananas-idUSTRE62410W/ |website=Reuters |location= |publisher=Reuters |access-date=31 January 2026}}</ref>
==Sales and Marketing== The company promotes with its company website. The company has no shop front.<ref name="International Herald Tribune">{{cite web|author=International Herald Tribune |title=Aussiebum: Down Under designs in more ways than one |url=http://www.iht.com/articles/2008/01/21/style/raus.php |date=2008-01-21 |access-date=2008-05-23 |archive-url=https://web.archive.org/web/20080529033948/http://www.iht.com/articles/2008/01/21/style/raus.php |archive-date=29 May 2008 |url-status=live }}</ref>
Its marketing slogan is "if you doubt yourself, wear something else".<ref name="gjs">{{cite web |author=<!-- not stated --> |date= |title=Designing an Icon: aussieBum's Journey with GJS |url=https://gjs.co/customerservice/case-studies/d3/designing-an-icon-aussiebums-journey-with-gjs?srsltid=AfmBOorasHE3lCSRQx8x9aGeHYV_fwFw34jD_v7H9QYzIhmkKN8HfsYK |website=gjs |location= |publisher=GJS Group Australia Pty Limited |access-date=31 January 2026}}</ref>
aussieBum refer to their customers as "The Tribe".<ref name="Publicaccountant" /> [[File:AussieBum-ShearingRams.jpg|thumb|260px|aussieBum's version of ''Shearing the Rams'']] aussieBum has in the past produced limited edition productions, limited in some cases to 150 per style in the case of their "Luxe" collection in 2016.<ref>{{cite web |author=<!-- not stated --> |date=14 August 2016 |title=What’s new with AussieBum Swimwear |url=https://underwearnewsbriefs.com/2016/08/whats-new-with-aussiebum-swimwear/ |website=Underwear News Briefs |location= |publisher=ThemeSphere |access-date=31 January 2026}}</ref>
In 2007 25% to 30% of aussieBum's sales were to the United States.<ref name="SmartCompany" />
In 2014 aussieBum were principal partners for the Gay Rugby Cup.<ref>{{cite web |author=<!-- not stated --> |date=30 July 2014 |title=aussieBum backs Gay Rugby World Cup |url=https://www.scenemag.co.uk/aussiebum-backs-gay-rugby-world-cup/ |website=scenemag |location= |publisher=Pride Community Foundation |access-date=30 January 2026}}</ref>
In 2020 sales were $21.2 million.<ref>{{cite web |last=Woolnough |first=Damien |date=6 February 2022 |title=Where did budgie smugglers come from and why are they so popular? |url=https://www.smh.com.au/lifestyle/fashion/where-did-budgie-smugglers-come-from-and-why-are-they-so-popular-20220116-p59ol0.html |website=The Sydney Morning Herald |location= |publisher=The Sydney Morning Herald |access-date=31 January 2026}}</ref>
Photography for aussieBum is done at Ashby's home at a designer warehouse space, the downstairs being a photographic studio and the upstairs his home.<ref name="TheAustralian" />
===Criticism=== In 2007 aussieBum's advertising for their "Flaunt" underwear was the subject of an Advertising Standards Bureau complaint which was dismissed in September 2007.<ref>{{cite web |author=<!-- not stated --> |date= |title=Case Report 285/07 |url=https://adstandards.com.au/wp-content/uploads/2023/08/285-07.pdf |website=Ad Standards |location= |publisher=Ad Standards |access-date=31 January 2026 |format=PDF}}</ref>
In 2016 aussieBum released underwear with a print of an caricature of and Indigenous male standing on one leg with a dot-painted boomerang in front of a large red rock, which some interpreted as Uluṟu. When made away of the associations Ashby said he "realised he had be naïve" and said all examples of the underwear would be destroyed.<ref>{{cite web |last=Booth |first=Andrea |date=15 January 2016 |title=We're not dumb, says Indigenous broadcaster over AussieBum's 'it's not Uluru it's a mountain' claim |url=https://www.sbs.com.au/nitv/article/were-not-dumb-says-indigenous-broadcaster-over-aussiebums-its-not-uluru-its-a-mountain-claim/8qzyxvfdo |website=NITV News |location= |publisher=SBS NITV |access-date=}}</ref>
==See also== {{Portal|Companies|Fashion|Australia}} {{commons category|AussieBum}} *List of swimwear brands *Speedo (suit style)
==References== {{reflist}}
{{men's undergarments}}
{{DEFAULTSORT:aussieBum}} Category:Clothing brands of Australia Category:Swimwear manufacturers Category:Swimwear brands Category:Underwear brands Category:Sportswear brands Category:Surfwear brands Category:Manufacturing companies based in Sydney Category:Retail companies established in 2001 Category:Australian companies established in 2001 Category:Clothing companies established in 2001