Collections

Think breezy comfort meets sun-smart design – and not just for fishing.Our “Not a Fishing Shirt Dress” collection blends UPF50+ protection with easy...

UPF50+ sun-safe shirts designed for real-life Aussie adventures. You’ve heard of fishing shirts — this is Not a Fishing Shirt 😎 Designed for...

Our Camping & UPF50+ sun-safe fishing shirts - best sellers loved by 30,000+ Aussie camping mums. Discover the most-loved styles from Mums Who...

Discover the tried-and-true favourites that our customers can't get enough of! From our iconic Not a Fishing Shirt to breezy, sun-safe dresses and...

Orange Icon Print Dress – Limited Drop For the mums who take beach-to-bar to a whole new level. Meet your new summer essential...

Sun-safe, adventure-ready, and definitely not just fishing shirts!Our “Not a Fishing Shirt” and “Not a Fishing Shirt Dress” range for kids is built for...

UPF50+ protection without the sunscreen battle. Lightweight, breathable, quick-dry and built for beach days, bush tracks, boat ramps and playground chaos. No chemicals....

Because it’s not just about fishing — it’s about freedom, comfort, and sun-smart style 🌞Our ladies' "Not a Fishing Shirt" and "Not a...

Twinning just got a whole lot cooler (and sun safer!) ☀️💕 Our Mum and Mini Matching collection is all about sharing that coastal,...

ROLL SMALL, COLLAPSIBLE WATER BOTTLE  Compact and lightweight Rolla Bottle is your roll-small, easy carry bottle.  It stands tall and functions like a...

Effortless, sun‑safe style for every day in a breathable UPF50+ dress made to wear anywhere.