Tradie Workwear and Apparel

Tradie is an iconic Australian brand founded in 2010 by Ben Goodfellow. Originally launched as a workwear-focused underwear brand designed to provide comfort and durability for tradespeople, it has since expanded into a massive lifestyle range including workwear, high-visibility gear, footwear, and even baby clothes.

While the brand is deeply rooted in Australian culture and its design and management operations are based in Australia, its manufacturing is primarily outsourced to a network of global suppliers, largely situated in China, to maintain competitive pricing and scale.

Tradie remains a proud family-owned entity under the umbrella of TRADIE.CO (formerly known as So many Tradies). The brand has gained significant market share through clever, humorous marketing campaigns featuring Australian celebrities and athletes, solidifying its place as a staple in the Australian retail landscape.