19th April 2022

Branded Buttons


This is a brand of casual fashion shorts established in 1972 by Edeward Fletcher & Co. They are so well known in Australia that they are virtually slang for shorts. The company is currently a subsidiary of Hard Yakka, owned by Wesfarmers.

The Australian Women’s Weekly, 4th December 1974 page 116.

From a longer article in The Riverine Herald (Moama, NSW), 26th January 2001 page 2.


Blue Illusion

This is a ladies’ fashion brand founded by Donna and Danny Guest in Melbourne in 1999. It had 107 stores across Australia and New Zealand in 2019.

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