Adventureline: An Australian Icon!

Adventureline is one of Australia’s oldest trading companies and an Australian icon. Co-owner, Matt Browne tells us about the history of the 130 year old company and shares some of his favourite places to explore in Australia.

Adventureline: An Australian Icon!

Adventureline was first founded by John Wragg and his daughter Simone who designed and manufactured Adventureline’s very first shirt, a quintessential Australian wool bush shirt known as the Drovers Shirt.

The business was first established in 1883 and fast became known for it’s flannelette shirts, as well as our great range of polar fleece, knitwear, jackets, coats and thermals.

We are proud to have inherited such an iconic Company which is still operated out of our headquarters in Melbourne.

When we first took over the company in 2005, we came across a hand written letter in quill dated 1883 in the companies safe. The letter was written by the Victorian Governor at the time appointing M.B. Wragg and Co the official licensee of the Adventureline Trading Company.

The M.B. Wragg & Co building in Kensington, Victoria, where Adventureline first started is now heritage listed.


In 2013, Adventureline continues to evolve as a leader in outdoor, active, camping, hiking, flannelette and fleece wear clothing and holds true to our brand slogan, “Keeping you warm since 1883” – particularly on icy Melbourne mornings.


In contrast to being one of Australia’s oldest companies, we are one of the Markets newest!  We love the atmosphere of the Queen Victoria Market.


Trading at the Queen Victoria Market gives us the opportunity to speak directly with our customers, it’s also great to meet like minded adventure enthusiasts. Everyone that works at our stall loves the atmosphere of the Market. Our brand resonates well with the iconic Market and we are not too dissimilar in age – in fact Adventureline is only 5 years younger than the Market.


Adventureline has allowed me to combine my passion for business with my passion for adventure sports. There are so many Australian experiences that I enjoy, from hiking in the Grampians, to fishing down Gippsland, to driving through the Kimberly, or skiing at Mt Buller.

You can visit Matt and the Adventureline team at Stall 37-38, C Shed.