Bonds brings Aussie comfort to the US with Made for Down Under campaign

Australia, US – Australian underwear brand Bonds has launched its first US campaign, Made for Down Under, featuring conservationist Robert Irwin and singer-songwriter Tkay Maidza. The campaign showcases Irwin and Maidza in Bonds underwear, surrounded by native Australian wildlife such as snakes, spiders and lizards – underlining the brand’s connection to Australia’s adventurous spirit.

Bonds Australia president Tanya Deans emphasised the brand’s ambition to introduce Americans to Bonds’ iconic underwear and the laid-back Australian lifestyle. In a press release, she said: ‘Americans might wonder – how are Aussies so laid-back in a land filled with dangerous creatures like sharks, spiders, crocs and snakes? The answer is simple: they’re all wearing Bonds.’

The campaign reflects a wider global shift towards heritage marketing that elevates a brand’s cultural identity and origin story. Burberry, under chief creative officer Daniel Lee, has been channelling British nostalgia as part of its creative reset since 2022. Bonds is now betting on its Australianness as a distinctive selling point in the US market.

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