As the clothing in the shearing sheds hadn’t changed much in 100 years, Brian, originally a shearer, decided that the garments that were worn in the shearing shed were unsuited to the Australian climate.  The criteria was tough, rugged, warm in winter, cool in summer but most importantly they had to come up with a product that was comfortable to wear.  So, the decision was made to manufacture garments from Australian Wool and Cotton .  Brian also wanted the outback landowners and people on the land to be able to buy his new product, so it had to be readily available to them.

In 1973, Brian and Judy set up a tiny workshop in their home town of Euroa.  The first Morrisons of Euroa catalogue was printed and sent around the country. A mail order company with a point of difference began, and orders were shipped to the far corners of the outback.

The company grew and included in its stock list were shears, fence strainers, saddlery, diesel engines, boots, hats, sheepskin coats, waterproof oilskin coats stockmen. Morrisons were one of the first manufacturers to produce denim jeans in Australia.

Brian seeing the need for a good Australian product in the country towns loaded up his family car with samples and hit the road. Morrison moleskin trousers, jackets and boots were a great success.

Soon they were selling to the growing tourist trade.  Overseas visitors wanted to take home some ‘Aussie Bush Clobber’.

Meanwhile back in Euroa, the Morrisons built their famous “A-Frame" store on the highway.  Not long after they opened a city store in Chapel St, South Yarra, in a historic stone church built in 1951.  City folk as well as country folk enjoyed wearing ‘Morrisons’

Morrisons in the High Country

Morrisons were asked to make garments for the movie “The man from Snowy River". You can read about this project here plus see some of the photographs taken during the filming in the Victorian High Country.  The film was a success overseas and Morrisons started to receive orders from the USA, Canada and Europe.