From Wikipedia, the free encyclopedia
Jump to: navigation, search
Type Private
Industry Fashion
Founded 2001
Founder(s) Sean Ashby
Headquarters Sydney, Australia
Area served Worldwide
Products Men's swimwear, underwear, and clothing

aussieBum is an Australian men's swimwear and underwear manufacturer.

All aussieBum products are manufactured in Australia with the business run completely out of the company's headquarters in the Sydney suburb of Leichhardt.

The company has achieved international recognition for several products such as the Wonderjock, and Essence underwear; which contains vitamins locked in the fibre which releases through the skin.[1]


In 2001, director Sean Ashby started aussieBum when he couldn’t find the style of nylon swimmers he grew up with. The company had an inauspicious launch in the middle of the dot-com bust, and at the time the original website ran from a suburban lounge room, created by Ashby. Joined by co-director Guyon Holland, they created a new market by bringing back the classic speedo-style Aussie cossie and introducing digital prints and other vibrant designs.

Since starting out with only A$20,000 in 2001, aussieBum is now a multi-million dollar global enterprise, employing over 35 people, manufacturing over 150 different styles of products. The company has doubled in size each year since its founding.[2]


The company has no sales representatives overseas but relies on the strength of the company website. Australian sales make up only 10% of its business, and is on its way to A$20 million in annual sales.[3] The company has a broad reach for a business run entirely via the Web, with no shop front and minimal packing staff.[4]

The brand retails in some of the biggest department stores in the world such as Selfridges, Harrods and House of Fraser in the UK, Printemps in Paris, KaDeWe in Berlin, and Harvey Nichols in Dubai, as well as in small boutiques in various cities around the world. aussieBum's online store ships to more than 150 countries with free delivery.[5]

aussieBum's version of Shearing the Rams

AussieBum promotes their products on various social media platforms such as Facebook and Twitter. The brand has a popular online following with the aussieBum being the 7th most popular search term in Australia.[4] Cultivating the image of a larrikin Australian has also helped the company in getting noticed in overseas markets where residents are curious about Australian culture.

The brand uses a distinctly cheeky advertising style, such as remaking the iconic Australian painting Shearing the Rams with muscle-bound blokes shearing sheep in just their undies.[6]

Celebrities including Ewan McGregor, Billy Connolly, and Daniel Radcliffe are fans of aussieBum. Soccer superstar and men's fashion trendsetter David Beckham has also appeared in the brand.[7]

AussieBum swimwear has been featured in music video clips Slow by Kylie Minogue and SuperMartXé VIP by Juanjo Martin & Albert Neve.

In 2011 during the first episode of The Celebrity Apprentice Australia, director Sean Ashby gave $50,000 to charity when politician Pauline Hanson washed his car wearing aussieBum underwear, plus an additional $10,000 for Deni Hines to sing the national anthem.[8]



In November 2006, the Wonderjock was launched in the aussieBum underwear lines. Wonderjocks have been designed to lift and enhance a man's genitals, through the use of a fabric cup used to protrude everything out instead of just down. 50,000 pairs of the new underwear were sold in the first seven days of being released.[9] The name was chosen as a pun on the popular Wonderbra line of women's push-up bras.

In May 2007, the company also introduced Wonderjock technology into their swimwear line. Currently in the Classic, Storm, Precision and Loose varieties, a fabric pouch is used to enhance a man's package, particularly when getting out of cold water. Since their release the Wonderjock styles have been altered and renamed Boosterjock, with the new design giving a more natural shape and less restrictive feel than the earlier version.

See also[edit]


  1. ^ Fox News (2006-02-20). " – Energize Your Underpants". Retrieved 2007-03-13. 
  2. ^ "Aussie bum's rush to millions". The Sydney Morning Herald. 2005-10-20. 
  3. ^ Newman, Geoffrey (2007-04-30). "Australian IT: Internet can overcome the name". Archived from the original on 2 May 2007. Retrieved 2007-05-18. 
  4. ^ a b International Herald Tribune (2008-01-21). "Aussiebum: Down Under designs in more ways than one". Archived from the original on 29 May 2008. Retrieved 2008-05-23. 
  5. ^ Daily Telegraph (2006-11-03). "Wonderbra for men 'enhances'". The Daily Telegraph (UK). Retrieved 2007-04-18. 
  6. ^ Byrnes, Holly (2006-09-30). "Daily Telegraph: Shear art attack". The Daily Telegraph (AU). Retrieved 2007-04-18. 
  7. ^ AAP (2005-10-20). "The Age: Bums rush". Melbourne. Retrieved 2007-03-13. 
  8. ^ Christie, Joel (2011-09-14). "AussieBum gives Pauline Hanson $50,000 to strip to her underwear in Celebrity Apprentice car wash". Sydney Confidential The Daily Telegraph (AU). Retrieved 2011-12-15. 
  9. ^ Daily Telegraph (2006-11-01). "Daily Telegraph: Market grows for under wonder". Reuters. Retrieved 2007-04-18.