Our Brand Story
Two years ago, I walked into an Australian‑owned clothing store that rhymes with “hotton con” and found myself face to face with a huge display of “I Heart NYC” tees, bags, hats, and so on.
My whole life growing up in Australia it never really occurred to me how absurd it is that we absorb so much international iconography without ever questioning why. But standing there, staring at this cloth monument to American imagery, I realised not only how strange it was that in this Australian business I could buy a cap repping Yosemite National Park, a place I and presumably most people buying it couldn’t even point to on a map, but that I also couldn’t buy anything featuring an iconic Australian landmark, city, or symbol (aside from an AC/DC shirt).
The Overflow is a streetwear brand created for those who want to wear graphic clothes with a local flavour. And with 20% of profits from each sale going to charities and community support, you’re making a real difference while doing so.
Inspired by Australian commercial art from the 60s to the 90s and shaped with imagery chosen to feel recognisable to people who call this place home, The Overflow lets you rep Oz while putting real money back into Australian communities.