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BENEATH THE BRIM WITH
Sam Rogers
Agricultural Innovator
From cattle stations to cutting-edge technology, Sam Rogers represents a new generation of Australians shaping the future while staying connected to the land.
Growing up on a cattle property in North Queensland, Rogers experienced firsthand the realities of life on the land. Long days, hard work and the challenges of managing large herds were part of everyday life. Watching his father muster thousands of cattle across vast properties sparked a question that would ultimately shape his future: could technology make one of agriculture's toughest jobs easier?
While many teenagers were focused on school and sport, Rogers was teaching himself robotics, coding and artificial intelligence. His passion for problem-solving eventually led him to study mechatronics engineering while continuing to draw inspiration from the practical challenges faced by Australian farmers.
Where Heritage Meets Innovation
Growing up on a North Queensland cattle property, Sam Rogers saw firsthand the challenges of managing livestock across vast distances. That experience inspired him to found GrazeMate, a company developing autonomous drones designed to help farmers muster cattle more efficiently while collecting valuable data on their land.
In early 2026, GrazeMate secured $1.2 million in funding from leading global investors, including Y Combinator, and has since expanded its reach across more than 1.7 million acres of grazing land.
While the technology is forward-looking, Rogers remains deeply connected to the values that shaped him: resilience, practicality and a strong connection to the land. It's a mindset that aligns naturally with the Bushman. Both are rooted in Australian heritage, built to adapt, and made for those who carve their own path outdoors.
Carrying The Bushman Legacy Forward
For more than half a century, the Bushman has been trusted by Australians who work, live and explore in the outdoors. Worn by stockmen, graziers and those with a deep connection to the land, it has become one of Akubra's most enduring icons - built on resilience, practicality and an independent spirit.
Those same qualities are what make Sam Rogers the ideal face of the Bushman today. Raised on a North Queensland cattle property and now helping shape the future of agriculture through innovation, Rogers embodies the balance of heritage and progress that defines the Bushman. Grounded in the values of hard work, adaptability and a strong connection to the Australian landscape, he represents a new generation carrying rural traditions forward while forging their own path.
As the Bushman returns, it's fitting that its story continues with someone who reflects the enduring character of the hat itself.
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