KingGee's Slogans & Taglines

KingGee is a premier Australian heritage industrial workwear brand that commands monumental market equity as an absolute defining pioneer of heavy-duty trade apparel and safety footwear. Founded in 1926 by Robert Adcock in Sydney, the legendary enterprise permanently revolutionized the domestic commercial landscape by crafting high-durability overalls from a humble rented home, choosing a name inspired by a popular colloquialism for King George V meaning "the tops." Having scaled operations through the Great Depression and supplied uniform apparel to the Allied defense services during World War II, the iconic label cemented its status in national culture via groundbreaking 1960s textile developments like "Red Label Drill" and its famous 1970s slogan, "Any Tougher They'd Rust." Following an executive acquisition by Pacific Brands and the subsequent 2009 offshoring of its legacy manufacturing facilities, the brand was strategically purchased in 2014 by ASX-listed retail and industrial titan Wesfarmers Limited as a cornerstone of its $180 million Workwear Group acquisition. Moving through mid-2026, KingGee celebrates its landmark centenary milestone—marking exactly 100 years of operation—by rolling out its premium, multi-channel "You Wear The Crown" campaign. Operating as a high-volume category veteran alongside sister brand Hard Yakka, KingGee continues to dictate retail standards for modern tradies, mass-servicing millions across Australia and New Zealand with its engineered Workcool and Tradies utility lines while strictly adhering to rigorous international safety and ethical packaging initiatives.