2000/55/9 Swing tags (2), sticker, cardboard/paper, 'Doolagahs Protect Respect', designed by Steve Dixon, made by Doolagahs Indigenous Designs Pty LTd, Sydney, New South Wales, Australia, 1998
The Doolagahs brand is the first wholly Australian inspired, designed and made range of surfwear. Its icon is the Aboriginal dreaming legend of the Doolagah, a fearsome hairyman who instils terror in all who encounter him along with a healthy respect for the environment. The business was established in 1997 by three partners (and keen surfers) Shayne Martin, Indigenous ideas man and storyteller, Steve Dixon, Indigenous graphic designer and Kenneth Swan, non-Indigenous business manager and owner of printing company Megaprint. Steve and Shayne met in the surf at Wreck Bay on the south coast of New South Wales, one of the best surfing beaches in Australia. They argued over surfing territory but later found they had much in common and set about creating an exciting range of clothing that combined their love of surfing, and of Indigenous culture and their respect for the environment. The business began by supplying stores around Australia but more recently has turned to a website to market the range. This allows them to feel their market more closely and to add or take away designs according to demand without being dependent on seasonal ranges. The company combines traditional culture with contemporary graphics and internet shopping.