If you head along to any South Australian rodeo, campdraft or country show chances are you will see at least a few young ones in the crowd wearing a Wild Hyde trucker cap or some item of clothing.
The country apparel brand which Georgia Amos started in 2021 to make a bit of money while she was a university student studying animal science has become 'must have' rural fashion.
"I was working at Coles as a casual supervisor which still didn't pay that well. I had always had a bit of an idea to do something like this but never thought I could," she said.
The 20 year old says her mother gave her "the final push" to start selling sheep and cattle tags with Wild Hyde printed on them, along with car and ute air fresheners.
Many of her first orders were uni mates or school friends.
In late 2021 after deciding uni was not for her Georgia, who grew up in the Adelaide Hills, began working full time on a feedlot at Lameroo.
This gave her enough money to invest in Storm trucker caps- a grey hat with the Wild Hyde logo with aqua blue and white stripes and Chasin Dirt embroidered on the back-.
These soon sold out.
With these profits she was able to approach Adelaide Hills embroiderer, Worklocker, to put Wild Hyde on the front of polar fleece jumpers.
This was the start of her clothing range which has expanded to five different styles of shorts, polar fleece jumpers, beanies, rugby tops, soft shell jackets, hoodies, T-shirts, fishing shirts and tank tops for both men and women.
For both her summer and winter collections she works with manufacturers on designs although admits it can be a challenge to find suppliers to "bring her vision to life".
"We can get a sample and be happy but then it leaves the bulk production in their hands and we don't always know what we will get," she said.
"I try and get the best quality that I can but at a decent price and make sure it is comfy and that it is clothing that lasts."
Social media has been a major part of the SA brand's success along with her 20 brand ambassadors who travel widely competing in camp drafts, barrel racing or showing cattle wearing her apparel.
Attending the South East Field Days in her hometown of Lucindale for the first time in March also built Wild Hyde's following.
"It is a bit surreal when I see someone in Wild Hyde, especially if it is someone that I don't know. I always stop and look," she said.
After the tragic death in a car accident of one of her first brand ambassadors Macey Inglis from Bordertown earlier this year she expanded the range with two special items.
She has had trucker caps made in Macey's favourite colour, teal, which include a photo inside the hat of Macey competing at one of her last rodeos.
The shorts are a design that she had sent Georgia.
"Mace was always full of ideas and always sending through patterns that work well for new shorts- hence why I bought one of her visions to life in memory of her that can be worn all around Australia in the ag and farming industry where her passion lay," Georgia said.
Georgia and Macey first met while competing at the SA Junior Heifer Expo and became close when Georgia decided to move to the South East last year where she works selling merchandise for CASTEC Rural Supplies in Naracoorte.
The busiest times for Wild Hyde are after the release of the collections when as many as 50 online orders a week come through the website from all over Australia.
Georgia hopes Wild Hyde will become more than a side hustle and it will be as recognisable as many other popular western clothing brands.
"It is not cheap living anymore, at the moment while I am still growing and turning over our profits to growing it I need to keep working but hopefully I can get to a time when I am not reliant on the profits to grow," she said.
Details: wildhyde.com
