Although the brand ‘AMCO’ does’t roll off the tongue for most Aussie kids today, back in the 70’s, AMCO jeans were carving out its way to become a real symbol of a rebellious youth culture. From work-wear origins it was in the 70’s when AMCO jeans became one of the first authentically Australian fashion jeans brands, and has made a significant contribution since to the Aussie Jeans culture.

With a budget more akin to lunch money, Hurricane re-launched the brand with a blend of AFL and Rugby league personalities – posing the question “Where have your jeans bean?” The campaign capitalised on the rich history of the brand and previous campaigns like “Every Amco tells a storey…’ Currently, AMCO jeans are featured in the Sydney Power House Museum, and the brand is recognised as a genuine Australian icon.