1960’s – 1970’s

	KingGee invents the ‘ Red Label Drill’ and sets a new standard in fabric construction. In 1967 the KingGee Bellambi factory site opened and was one of the 4 largest manufacturing plants in NSW at the time. In 1969, two years later, KingGee was acquired by Bradmill Industries. It was during this time that KingGee developed an exciting new break-through fabric, the ‘Red Label Drill’. It set a new standard in drill fabrication and quickly became the benchmark by which all drills were measured.

During the 1960’s, the very first permanent press range was also developed by KingGee. The permanent press range is made from crease-resistent fabric. Treated with the Scotchguard® process that not only resists water and oil based stains, but releases them during washing KingGee Permanent Press is acknowledged as the best. Again, KingGee set the industry standard and was quickly imitated by it’s competitors.

A time of cultural change and increasing market competitiveness meant that KingGee needed more aggressive marketing strategies to maintain it’s strong market position. The humour that was part of KingGee’s image from the beginning has endured. The company’s innovative and amusing television commercials have won many Australian and international awards for creative excellence.

KingGee has a stable of past unique and successful advertising campaigns that have assisted its rise to icon status. The most memorable among them being the famous men on the bridge spot for overalls called “Chain Reaction”. Together with the slogan “If they were any tougher they’d rust” the winning combination struck at the hearts of not only workers across Australia, but the entire nation.

During this time of growth KingGee opened 2 new manufacturing plants at Kempsey in 1973 and Rutherford in 1974.