Creating a brand new Aussie Xmas tradition (while raising money and saving skin).

In a country where two in three people are diagnosed with skin cancer by age 70, sun safety had become a message most Australians tuned out. Enter the Ugly Xmas Rashie.

Created in partnership with Cancer Council Queensland, this cheeky twist on the classic ‘Ugly Xmas Sweater’ was designed to get attention, raise money and protect skin. The UPF50+ rashie featured loud, proudly Aussie prints and quickly became a summer staple.

The first edition sold out in 48 hours, going viral thanks to clever PR, influencer support and a strong media push. What began as a playful product soon turned into an annual campaign, raising hundreds of thousands of dollars for cancer research and beach safety initiatives.

With each year bringing a new limited-edition design, the campaign kept the conversation going and the product in high demand.

It was more than a rashie. It was a reminder that serious messages can land better when wrapped in creativity and cultural relevance.

A national conversation starter, a fundraiser and a Christmas tradition all in one.