1 00:00:03,320 --> 00:00:06,440 Sean Aylmer: Welcome to the Fear and Greed Daily Interview. I'm Sean Aylmer. 2 00:00:06,710 --> 00:00:09,260 Sean Aylmer: We've got something a little different for you today about 3 00:00:09,260 --> 00:00:12,619 Sean Aylmer: an Aussie business that's doing things well, a little differently. 4 00:00:13,010 --> 00:00:16,489 Sean Aylmer: Swimwear company Budgy Smuggler started as a joke back in 5 00:00:16,489 --> 00:00:19,790 Sean Aylmer: 2005 and has now grown into an iconic brand around 6 00:00:19,790 --> 00:00:23,900 Sean Aylmer: the nation and increasingly around the world. The skimpy swimmers 7 00:00:23,900 --> 00:00:26,930 Sean Aylmer: have built a cult following amongst everyone, from larrikins to 8 00:00:26,930 --> 00:00:31,160 Sean Aylmer: families and especially elite athletes. The motley crew behind Budgy 9 00:00:31,160 --> 00:00:34,279 Sean Aylmer: Smuggler have shunned the typical business formalities in a whole 10 00:00:34,280 --> 00:00:37,909 Sean Aylmer: variety of ways. Their job titles, their marketing strategy, and 11 00:00:37,909 --> 00:00:41,080 Sean Aylmer: the way they interact with their community. Adam Linforth is 12 00:00:41,080 --> 00:00:43,580 Sean Aylmer: the Chief Smuggler. Yes, that's really what it says on 13 00:00:43,580 --> 00:00:47,269 Sean Aylmer: the business card. The Chief Smuggler at Budgy Smuggler. Adam, 14 00:00:47,270 --> 00:00:48,260 Sean Aylmer: welcome to Fear and Greed. 15 00:00:48,620 --> 00:00:50,839 Adam Linforth: Thanks, Sean. It's great to be with you this morning. 16 00:00:51,200 --> 00:00:52,760 Sean Aylmer: What's it like being a Chief Smuggler? 17 00:00:54,420 --> 00:00:56,390 Adam Linforth: I don't know. This is just kind of a hobby 18 00:00:56,390 --> 00:00:59,750 Adam Linforth: that's got a little bit out of hand. I mean, 19 00:01:00,140 --> 00:01:03,650 Adam Linforth: for the first eight or nine years, Budgy Smuggler was 20 00:01:04,580 --> 00:01:08,150 Adam Linforth: just a hobby and a loss making venture. And then, 21 00:01:08,300 --> 00:01:10,130 Adam Linforth: I don't know, a few years ago, things started to 22 00:01:10,130 --> 00:01:13,520 Adam Linforth: turn and momentum picked up. And now, yeah, it's a 23 00:01:13,520 --> 00:01:18,559 Adam Linforth: full-time job selling sort of fluorescent Lycra to people around 24 00:01:18,560 --> 00:01:18,920 Adam Linforth: the world. 25 00:01:19,400 --> 00:01:22,190 Sean Aylmer: Now, for those who don't know Budgy Smuggler, it's fair 26 00:01:22,190 --> 00:01:25,069 Sean Aylmer: to say they're like, if you ever see the swimmers, 27 00:01:25,069 --> 00:01:28,070 Sean Aylmer: the male swimmers in the Olympics, they're all wearing those 28 00:01:28,069 --> 00:01:31,069 Sean Aylmer: very brief Speedos, I would have grown up calling them. 29 00:01:31,220 --> 00:01:34,760 Sean Aylmer: That's effectively what Budgy Smugglers are. So who had the 30 00:01:34,760 --> 00:01:36,620 Sean Aylmer: original idea to make something of it? 31 00:01:36,980 --> 00:01:39,500 Adam Linforth: Yes, there was a bloke called Lachie Harris, who was the 32 00:01:39,500 --> 00:01:42,830 Adam Linforth: original sort of main driving force, and it was just 33 00:01:42,830 --> 00:01:45,410 Adam Linforth: some blokes in a backyard getting pissed, thinking it was 34 00:01:45,410 --> 00:01:48,680 Adam Linforth: funny to write Budgy Smuggler on the back of a pair. 35 00:01:48,680 --> 00:01:51,230 Adam Linforth: It was just done on a pair of actual Speedos. 36 00:01:51,560 --> 00:01:52,730 Adam Linforth: And then ... 37 00:01:53,720 --> 00:01:54,290 Sean Aylmer: It was funny though. It was! 38 00:01:55,250 --> 00:01:57,660 Adam Linforth: and then got the trademark and then Lachie got a proper job. 39 00:01:57,680 --> 00:02:01,100 Adam Linforth: He became the press secretary for the prime minister, Kevin Rudd, 40 00:02:01,130 --> 00:02:03,770 Adam Linforth: at the time. And I kind of took the reins 41 00:02:03,770 --> 00:02:07,340 Adam Linforth: from there in 2008 and then, yeah, it's just been 42 00:02:07,340 --> 00:02:11,150 Adam Linforth: a gradual kind of a sense. Like every year since then, 43 00:02:11,150 --> 00:02:14,810 Adam Linforth: we've grown between 30 and 80 per cent, but we've never 44 00:02:14,810 --> 00:02:18,109 Adam Linforth: had like a Justin Bieber moment or a Kardashian moment 45 00:02:18,110 --> 00:02:20,929 Adam Linforth: when the light bulb goes off all around the world 46 00:02:20,930 --> 00:02:23,540 Adam Linforth: and we do three or five times in a year. 47 00:02:23,570 --> 00:02:26,419 Adam Linforth: It just sort of steadily gathered pace. 48 00:02:27,020 --> 00:02:30,050 Sean Aylmer: Okay, so a few things there. Budgy, you know you're not supposed 49 00:02:30,050 --> 00:02:32,030 Sean Aylmer: to spell it with a Y don't you, it's an IE but you spell 50 00:02:32,030 --> 00:02:32,600 Sean Aylmer: it with a Y. 51 00:02:33,200 --> 00:02:37,850 Adam Linforth: Yes. The original pairs were made like you had to 52 00:02:37,850 --> 00:02:40,670 Adam Linforth: print the label with like a plastisol print like if 53 00:02:40,669 --> 00:02:45,270 Adam Linforth: anyone's ever ironed on a number on a kid's sports jersey. 54 00:02:45,280 --> 00:02:45,520 Sean Aylmer: Yeah. 55 00:02:45,830 --> 00:02:48,320 Adam Linforth: That's how they were done. And making the plates for 56 00:02:48,320 --> 00:02:50,540 Adam Linforth: them were quite expensive. And then you would have to 57 00:02:50,540 --> 00:02:53,390 Adam Linforth: buy like a thousand at a time. And so when 58 00:02:53,389 --> 00:02:57,590 Adam Linforth: we made them, we spelt it incorrectly with the Y, 59 00:02:58,220 --> 00:03:00,290 Adam Linforth: and we just sort of found it funny. So it 60 00:03:00,290 --> 00:03:02,750 Adam Linforth: was too late to change back. We were committed so. 61 00:03:02,990 --> 00:03:03,799 Sean Aylmer: Well, genius. 62 00:03:03,810 --> 00:03:06,109 Adam Linforth: We tell people that it has to do with trademark 63 00:03:06,110 --> 00:03:09,020 Adam Linforth: law and they wouldn't understand, but it was just a 64 00:03:09,020 --> 00:03:10,160 Adam Linforth: flat out balls up. 65 00:03:11,990 --> 00:03:15,440 Sean Aylmer: So far, I like the strategic planning that went into 66 00:03:15,440 --> 00:03:18,500 Sean Aylmer: this from day one. It's clearly there, you know, yourself 67 00:03:18,500 --> 00:03:21,560 Sean Aylmer: and Lachlan Harris and other people involved, you obviously don't 68 00:03:21,560 --> 00:03:24,140 Sean Aylmer: mind breaking rules and just doing things as they turn up. 69 00:03:24,650 --> 00:03:28,400 Adam Linforth: Yeah, well, I think at the start we had an 70 00:03:28,400 --> 00:03:32,540 Adam Linforth: issue and that was that no one was wearing Budgy 71 00:03:32,540 --> 00:03:37,250 Adam Linforth: Smugglers or Speedo's style swimwear. And we were a company 72 00:03:37,250 --> 00:03:42,770 Adam Linforth: called Budgy Smuggler who only made Budgy Smuggler swimwear. So we 73 00:03:42,770 --> 00:03:44,990 Adam Linforth: had to sort of think, you know, how are we going 74 00:03:44,990 --> 00:03:51,570 Adam Linforth: to connect or get the average Australian bloke on board. And, 75 00:03:51,830 --> 00:03:54,590 Adam Linforth: you know, the typical kind of advertising for people in 76 00:03:54,590 --> 00:03:56,870 Adam Linforth: Speedo style swimwear at that time, there was sort of 77 00:03:56,870 --> 00:03:58,940 Adam Linforth: Aussie Bum was quite big and it was kind of 78 00:03:59,280 --> 00:04:03,530 Adam Linforth: eroticised bloke oiled up with a six-pack and we didn't 79 00:04:03,530 --> 00:04:06,770 Adam Linforth: think that that would connect, I guess. So we ... 80 00:04:06,770 --> 00:04:07,100 Adam Linforth: It didn't connect with me. Didn't connect with me. 81 00:04:09,540 --> 00:04:12,440 Adam Linforth: No, nor me. And so we went about it a different way. 82 00:04:12,620 --> 00:04:14,920 Adam Linforth: The original plan was just for blokes to get in 83 00:04:15,010 --> 00:04:18,080 Adam Linforth: them and get loose. So we'd set like twenty blokes in 84 00:04:18,080 --> 00:04:21,800 Adam Linforth: Cargo Bar on ladies day just roaming around in Smugglers. 85 00:04:22,190 --> 00:04:25,760 Adam Linforth: But that wasn't entirely sustainable and it kind of shifted 86 00:04:25,760 --> 00:04:28,610 Adam Linforth: from there to yeah, just people going around the world taking 87 00:04:28,610 --> 00:04:31,820 Adam Linforth: photos in them and sort of ironically like we built 88 00:04:31,820 --> 00:04:36,140 Adam Linforth: a swimwear brand out of non-water sports. So we're probably 89 00:04:36,140 --> 00:04:40,250 Adam Linforth: much bigger in rugby league, rugby union, Aussie Rules, cricket 90 00:04:41,070 --> 00:04:43,849 Adam Linforth: than we are in just plain ocean swimming. 91 00:04:44,420 --> 00:04:48,440 Sean Aylmer: Okay. So that use of influencers, well, it's not even influencers. 92 00:04:48,440 --> 00:04:50,480 Sean Aylmer: Originally it was just sort of, you know, turning up 93 00:04:50,480 --> 00:04:53,450 Sean Aylmer: at bars with not many clothes on. So you've really 94 00:04:53,450 --> 00:04:56,750 Sean Aylmer: pushed through sort of influencer marketing. You've had some pretty 95 00:04:56,750 --> 00:04:58,820 Sean Aylmer: big names wearing your swimmers. 96 00:04:59,450 --> 00:05:02,790 Adam Linforth: Yeah. So I think at the start, you know, the obvious thing, if you're building a brand in Australia, 97 00:05:05,100 --> 00:05:08,370 Adam Linforth: is around very sports focussed culture, you know, how do 98 00:05:08,370 --> 00:05:11,640 Adam Linforth: you get some of those big names wearing your products? 99 00:05:11,640 --> 00:05:15,000 Adam Linforth: And I remember a story right at the beginning. We 100 00:05:15,000 --> 00:05:17,729 Adam Linforth: got a call from the manager of Berrick Barnes, who 101 00:05:17,730 --> 00:05:22,339 Adam Linforth: was a Wallaby player from Queensland. And he's like Berrick 102 00:05:22,350 --> 00:05:24,869 Adam Linforth: loves Smugglers, you know, can we do something? So I 103 00:05:24,870 --> 00:05:27,930 Adam Linforth: went to meet with his manager and we sort of 104 00:05:27,930 --> 00:05:32,080 Adam Linforth: sat down and we started talking and he realised, I think, 105 00:05:32,080 --> 00:05:34,049 Adam Linforth: how small Budgy was at the time. I think he 106 00:05:34,050 --> 00:05:36,150 Adam Linforth: might have even asked us how much we were turning over. 107 00:05:36,150 --> 00:05:42,090 Adam Linforth: And I was like 40 grand or something and he was like, okay mate, you know, don't worry about a deal. 108 00:05:42,630 --> 00:05:45,630 Adam Linforth: Things can be done from like sort of 10 grand each. 109 00:05:45,650 --> 00:05:47,940 Adam Linforth: And I thought about it and I'm like, we're going 110 00:05:47,940 --> 00:05:50,610 Adam Linforth: to have to pay 10 grand or more per athlete 111 00:05:50,610 --> 00:05:52,650 Adam Linforth: to wear our stuff. But that's not ever going to 112 00:05:52,650 --> 00:05:53,740 Adam Linforth: be sustainable. 113 00:05:53,790 --> 00:05:54,090 Sean Aylmer: Yeah. 114 00:05:54,240 --> 00:05:56,220 Adam Linforth: So we had to think about it another way, which 115 00:05:56,220 --> 00:05:59,580 Adam Linforth: was how do we build something that the players actually 116 00:05:59,580 --> 00:06:03,210 Adam Linforth: want to wear and they're genuinely going to embrace? Because 117 00:06:03,210 --> 00:06:06,060 Adam Linforth: we didn't have a chequebook that we could gain that 118 00:06:06,060 --> 00:06:09,480 Adam Linforth: kind of endorsements I guess. So, yeah, we went around 119 00:06:09,480 --> 00:06:12,659 Adam Linforth: building something that the players just found funny and that 120 00:06:12,660 --> 00:06:14,849 Adam Linforth: was a good product that they enjoyed to wear. We 121 00:06:14,850 --> 00:06:17,070 Adam Linforth: make it all in Australia, which I think is a 122 00:06:17,070 --> 00:06:19,619 Adam Linforth: part of that. But in terms of how long it 123 00:06:19,620 --> 00:06:23,340 Adam Linforth: took to then watching the NRL and seeing like half 124 00:06:23,339 --> 00:06:26,820 Adam Linforth: the players wearing smugglers, that took like five years. So, 125 00:06:27,029 --> 00:06:29,849 Adam Linforth: it's definitely not a, if you're in a race, I'd 126 00:06:29,850 --> 00:06:32,100 Adam Linforth: probably go at it a different way. But over the 127 00:06:32,100 --> 00:06:35,000 Adam Linforth: long term, it's been to our benefit, because when people 128 00:06:35,000 --> 00:06:39,330 Adam Linforth: have seen people wearing Budgy Smuggler, it's been genuine. The 129 00:06:39,330 --> 00:06:43,890 Adam Linforth: players have often bought them themselves. So I find the influencer 130 00:06:43,890 --> 00:06:46,650 Adam Linforth: thing a bit kind of cringe. It's something that we've 131 00:06:46,650 --> 00:06:49,650 Adam Linforth: we've shunned away from. But over the long term, we've 132 00:06:49,650 --> 00:06:52,140 Adam Linforth: been very fortunate that a lot of the boys and 133 00:06:52,140 --> 00:06:54,000 Adam Linforth: now the girls have got around us. 134 00:06:54,779 --> 00:06:57,630 Sean Aylmer: Tony Abbott, whenever you think of budgie smugglers, Tony Abbott 135 00:06:57,630 --> 00:06:59,430 Sean Aylmer: often comes to mind. And as much as you might 136 00:06:59,430 --> 00:07:02,460 Sean Aylmer: laugh at him wearing very brief costumes in front of 137 00:07:02,460 --> 00:07:05,339 Sean Aylmer: the cameras, he at least had the body to match. 138 00:07:05,700 --> 00:07:07,169 Sean Aylmer: That sort of thing, I'm not sure that he was 139 00:07:07,170 --> 00:07:11,460 Sean Aylmer: wearing your product or not, but that sort of and those 140 00:07:11,460 --> 00:07:14,490 Sean Aylmer: images of him in that it can't hurt your product? 141 00:07:15,120 --> 00:07:19,110 Adam Linforth: No, I think it probably fits in. Any publicity is 142 00:07:19,110 --> 00:07:23,670 Adam Linforth: good publicity, but we try to sort of focus around 143 00:07:24,180 --> 00:07:27,840 Adam Linforth: any shape and size wearing our kit. So one of 144 00:07:27,840 --> 00:07:31,380 Adam Linforth: the strategies for that, I guess, was in 2016, we 145 00:07:31,380 --> 00:07:35,850 Adam Linforth: held a contest for the search for Australia's most ordinary rig, 146 00:07:36,450 --> 00:07:40,620 Adam Linforth: which was like a Miss World meets Victoria's Secret style pageant. 147 00:07:40,770 --> 00:07:43,470 Adam Linforth: And we actually flew the top 10 ordinary rigs from 148 00:07:43,470 --> 00:07:46,830 Adam Linforth: around Australia into a contest. And the winner of that 149 00:07:46,830 --> 00:07:50,250 Adam Linforth: won a billboard in their hometown saying welcome to it 150 00:07:50,250 --> 00:07:53,130 Adam Linforth: was Mount Isa, where he was from, kind of Australia's 151 00:07:53,130 --> 00:07:54,210 Adam Linforth: most ordinary rig. 152 00:07:55,530 --> 00:07:56,460 Sean Aylmer: Sorry, what is an ordinary rig? 153 00:07:56,640 --> 00:07:59,550 Adam Linforth: An ordinary rig like you should look like, I think 154 00:07:59,550 --> 00:08:03,150 Adam Linforth: the criteria was you should look like you were capable 155 00:08:03,300 --> 00:08:06,270 Adam Linforth: of playing sport at a reasonable level at some point 156 00:08:06,270 --> 00:08:07,050 Adam Linforth: in your life. 157 00:08:07,170 --> 00:08:07,380 Sean Aylmer: Right. 158 00:08:07,500 --> 00:08:11,430 Adam Linforth: But were prevented, you know, from injury, poor coaching selection 159 00:08:11,430 --> 00:08:13,470 Adam Linforth: at a young age which derailed you. 160 00:08:13,590 --> 00:08:14,190 Sean Aylmer: Absolutely. 161 00:08:14,340 --> 00:08:15,510 Adam Linforth: It's not a sloppy rig. 162 00:08:15,510 --> 00:08:15,900 Sean Aylmer: I know the story. 163 00:08:17,700 --> 00:08:19,800 Adam Linforth: It's not a sloppy rig competition. 164 00:08:19,800 --> 00:08:20,100 Sean Aylmer: Yeah. 165 00:08:20,110 --> 00:08:23,520 Adam Linforth: So you should still be capable to swing an axe 166 00:08:23,520 --> 00:08:24,510 Adam Linforth: and run for a taxi. 167 00:08:24,750 --> 00:08:26,850 Sean Aylmer: Right. Okay. And it worked, obviously. 168 00:08:27,210 --> 00:08:29,490 Adam Linforth: Yeah, I think that got us a lot of cut through. 169 00:08:29,490 --> 00:08:32,130 Adam Linforth: And again, we had to, the first thing people would 170 00:08:32,130 --> 00:08:35,100 Adam Linforth: say at the start was I could never wear Budgy Smugglers. 171 00:08:35,520 --> 00:08:38,730 Adam Linforth: I don't have the physique for it. So trying to 172 00:08:38,730 --> 00:08:42,050 Adam Linforth: redefine in people's minds who can wear it. You know, 173 00:08:42,120 --> 00:08:44,880 Adam Linforth: only a few per cent of blokes have got decent rigs. 174 00:08:44,880 --> 00:08:47,429 Adam Linforth: And I'm not really one of them either so this is 175 00:08:47,429 --> 00:08:49,110 Adam Linforth: making it acceptable for myself partly. 176 00:08:51,480 --> 00:08:53,700 Sean Aylmer: I love the story. It was the Malaysian F1 Grand 177 00:08:53,700 --> 00:08:57,240 Sean Aylmer: Prix in 2016, and nine Australians were arrested. They stripped 178 00:08:57,240 --> 00:08:59,610 Sean Aylmer: down to a pair of Malaysian flag swimmers. 179 00:08:59,640 --> 00:09:00,240 Adam Linforth: Yeah. 180 00:09:00,300 --> 00:09:01,830 Sean Aylmer: Was that good or bad for business? 181 00:09:02,400 --> 00:09:05,670 Adam Linforth: It was probably it was stressful at the time. But 182 00:09:05,670 --> 00:09:08,700 Adam Linforth: our brand recognition kind of went through the roof and 183 00:09:08,700 --> 00:09:11,569 Adam Linforth: it sort of went global around the world that story. 184 00:09:11,580 --> 00:09:14,280 Adam Linforth: We even got a massive surge in traffic of people 185 00:09:14,280 --> 00:09:17,699 Adam Linforth: wanting to buy those pairs from Malaysia. But the boys 186 00:09:17,700 --> 00:09:20,250 Adam Linforth: spent a couple of nights in a Malaysian jail cell. 187 00:09:20,860 --> 00:09:21,329 Adam Linforth: Yeah, not so good. 188 00:09:21,350 --> 00:09:24,150 Adam Linforth: So it probably wouldn't be advised. But in the long run, 189 00:09:24,150 --> 00:09:26,610 Adam Linforth: I think it's ended up OK for most of them 190 00:09:26,610 --> 00:09:30,240 Adam Linforth: and for us as well. But yeah, it's a high-risk strategy. 191 00:09:30,630 --> 00:09:32,460 Sean Aylmer: Stay with me, Adam. We'll be back in a minute. 192 00:09:37,450 --> 00:09:40,960 Sean Aylmer: My guest this morning is Adam Linforth, Chief Smuggler at 193 00:09:40,960 --> 00:09:43,329 Sean Aylmer: Budgy Smuggler. Another thing that you do, and I think 194 00:09:43,330 --> 00:09:46,630 Sean Aylmer: this is really, really impressive, particularly for a small business. 195 00:09:47,200 --> 00:09:49,520 Sean Aylmer: You ran a charity event called Strut the Streets, and 196 00:09:49,520 --> 00:09:53,440 Sean Aylmer: it was about raising money for Australian indigenous mentoring experience. 197 00:09:53,720 --> 00:09:56,980 Sean Aylmer: You commissioned indigenous artists to design swimmers. You partnered with 198 00:09:56,980 --> 00:10:00,850 Sean Aylmer: charities like Movember and Are You Okay? That whole altruism 199 00:10:00,850 --> 00:10:03,699 Sean Aylmer: part of your business, why does that play such a 200 00:10:03,700 --> 00:10:04,900 Sean Aylmer: big part of Budgy Smuggler? 201 00:10:05,350 --> 00:10:08,380 Adam Linforth: Well, I think, again, like I'm really just doing this 202 00:10:08,380 --> 00:10:12,040 Adam Linforth: for a laugh. So there isn't really much hard business 203 00:10:12,040 --> 00:10:15,490 Adam Linforth: sense guiding it. So these are all important causes to me 204 00:10:15,490 --> 00:10:18,640 Adam Linforth: and to our community. I grew up and spent most 205 00:10:18,640 --> 00:10:20,530 Adam Linforth: of my 20s with Aboriginal people. They have been a 206 00:10:20,530 --> 00:10:23,920 Adam Linforth: huge influence on my life. So I was very keen 207 00:10:23,920 --> 00:10:27,430 Adam Linforth: to or am very keen to do what I can. 208 00:10:27,640 --> 00:10:30,520 Adam Linforth: In terms of profiling indigenous artists, they're also just some 209 00:10:30,520 --> 00:10:33,610 Adam Linforth: of the best artists that exist in Australia and in the world, 210 00:10:33,610 --> 00:10:37,059 Adam Linforth: so that benefits us as well, that those artists do 211 00:10:37,059 --> 00:10:39,490 Adam Linforth: well and they will earn a royalty on the pair. 212 00:10:39,760 --> 00:10:42,429 Adam Linforth: And then youth mental health is probably the other key 213 00:10:42,429 --> 00:10:45,579 Adam Linforth: focus for me and our team, it seems to touch us all. 214 00:10:46,040 --> 00:10:49,329 Adam Linforth: So we're just kind of going with where our interests 215 00:10:49,630 --> 00:10:54,300 Adam Linforth: are and Aboriginal and Torres Strait Islander Australia and youth 216 00:10:54,309 --> 00:10:57,190 Adam Linforth: mental health intersect with our interests, I guess. 217 00:10:58,040 --> 00:11:01,150 Sean Aylmer: Adam, as Chief Smuggler, this is your full-time job now, though, 218 00:11:01,150 --> 00:11:01,510 Sean Aylmer: isn't it? 219 00:11:01,960 --> 00:11:05,580 Adam Linforth: Yeah. So for the first eight years, I was on board, 220 00:11:05,590 --> 00:11:09,069 Adam Linforth: I had another job, and then I made the switch 221 00:11:09,070 --> 00:11:12,640 Adam Linforth: to full-time Smuggling about five years ago. And then we 222 00:11:12,650 --> 00:11:16,270 Adam Linforth: got a team of 14 or 15 here in Australia, 223 00:11:16,270 --> 00:11:20,980 Adam Linforth: about 20 in our factories in Australia, and then another 224 00:11:21,100 --> 00:11:22,569 Adam Linforth: few in the UK. 225 00:11:23,140 --> 00:11:24,880 Sean Aylmer: And you manufacture everything in Australia? 226 00:11:25,360 --> 00:11:29,320 Adam Linforth: Yeah. So everything's made in Australia. Like I mean, again, 227 00:11:29,320 --> 00:11:31,960 Adam Linforth: this is just like it's fun making things. I don't 228 00:11:31,960 --> 00:11:33,760 Adam Linforth: really understand why you wouldn't. 229 00:11:33,860 --> 00:11:34,210 Sean Aylmer: Yeah. 230 00:11:34,330 --> 00:11:37,240 Adam Linforth: And early on it was a bit more challenging probably 231 00:11:37,240 --> 00:11:40,060 Adam Linforth: than it is now, because like the Australian dollar then 232 00:11:40,059 --> 00:11:42,520 Adam Linforth: was worth more than the US dollar and it was 233 00:11:42,520 --> 00:11:45,550 Adam Linforth: costing us three or four times as much to make 234 00:11:45,550 --> 00:11:49,360 Adam Linforth: in Australia compared to, say, China or wherever else we 235 00:11:49,360 --> 00:11:50,349 Adam Linforth: might have got it made. 236 00:11:50,550 --> 00:11:50,699 Sean Aylmer: Yeah. 237 00:11:50,740 --> 00:11:54,190 Adam Linforth: But now it's more like 50 per cent, 60 per cent more 238 00:11:54,190 --> 00:11:58,480 Adam Linforth: expensive to manufacture in Australia through change in the dollar, 239 00:11:59,080 --> 00:12:03,429 Adam Linforth: Asia becoming more expensive and then also like advanced manufacturing. 240 00:12:03,429 --> 00:12:05,890 Adam Linforth: So some of the jobs where we needed three people, 241 00:12:06,250 --> 00:12:09,579 Adam Linforth: one person's doing triple the work. So when you consider 242 00:12:09,580 --> 00:12:13,090 Adam Linforth: it's only 50 per cent say in our industry more expensive 243 00:12:13,090 --> 00:12:16,179 Adam Linforth: to make it like one-third of goods that are mass 244 00:12:16,179 --> 00:12:19,900 Adam Linforth: produced end up in landfill. About another third end up 245 00:12:19,900 --> 00:12:22,750 Adam Linforth: on sale. So we only make what we need. So 246 00:12:23,200 --> 00:12:26,350 Adam Linforth: that's better for the environment. But then also it's better 247 00:12:26,350 --> 00:12:28,449 Adam Linforth: cost wise as well, because we don't have to chuck 248 00:12:28,450 --> 00:12:30,460 Adam Linforth: out all this stock and we don't have to put 249 00:12:30,460 --> 00:12:34,809 Adam Linforth: it on sale. So I suspect you'll see a bit 250 00:12:34,809 --> 00:12:38,980 Adam Linforth: of a shift back to more industries manufacturing in Australia, 251 00:12:38,980 --> 00:12:42,370 Adam Linforth: because like whether you've got a machine sitting in wherever 252 00:12:42,370 --> 00:12:45,940 Adam Linforth: overseas or in Sydney, it doesn't actually cost that much 253 00:12:45,940 --> 00:12:46,960 Adam Linforth: different to operate. 254 00:12:47,260 --> 00:12:51,370 Sean Aylmer: Particularly in COVID times where the supply chains and such issues internationally. 255 00:12:51,400 --> 00:12:51,829 Adam Linforth: Yeah. 256 00:12:51,910 --> 00:12:52,690 Sean Aylmer: Do it locally. 257 00:12:52,900 --> 00:12:55,719 Adam Linforth: Absolutely. And I think with Budgy Smuggler, we want when 258 00:12:55,720 --> 00:12:59,230 Adam Linforth: you put on a pair of smugglers to feel like 259 00:12:59,230 --> 00:13:02,380 Adam Linforth: you're literally putting on a piece of Australia. That's the 260 00:13:02,380 --> 00:13:04,840 Adam Linforth: mindset we want. We want people to really proud to 261 00:13:04,840 --> 00:13:07,690 Adam Linforth: put it on. And I don't think you get that 262 00:13:07,690 --> 00:13:10,480 Adam Linforth: sometimes when it's made overseas. So I think people feel 263 00:13:10,480 --> 00:13:12,780 Adam Linforth: that that that feeling when you put on a Budgy Smuggler 264 00:13:12,790 --> 00:13:17,440 Adam Linforth: pair is really important to us. And so, yeah, that's 265 00:13:17,440 --> 00:13:20,260 Adam Linforth: why I will keep all our swimwear made here. We're 266 00:13:20,260 --> 00:13:24,250 Adam Linforth: actually just bringing out some Australian merino wool socks that 267 00:13:24,250 --> 00:13:26,490 Adam Linforth: are made here. And like I was looking into it, 268 00:13:26,500 --> 00:13:29,679 Adam Linforth: we make 80 per cent of the world's fine merino wool, 269 00:13:29,980 --> 00:13:31,900 Adam Linforth: but we make almost no clothing from it. Right. 270 00:13:31,929 --> 00:13:33,010 Sean Aylmer: Wow. Wow. 271 00:13:33,160 --> 00:13:36,160 Adam Linforth: How's that situation? Like, we've almost got a monopoly on 272 00:13:36,160 --> 00:13:39,670 Adam Linforth: the market yet we make nothing from it. It's like 273 00:13:39,670 --> 00:13:42,040 Adam Linforth: we've lost the plot a little bit. Like we've got 274 00:13:42,040 --> 00:13:45,130 Adam Linforth: a mill. It's not someone sitting there knitting a piece 275 00:13:45,130 --> 00:13:46,510 Adam Linforth: of wool. It's just machinery. 276 00:13:46,660 --> 00:13:46,910 Adam Linforth: Yeah. 277 00:13:46,910 --> 00:13:50,560 Adam Linforth: So, we want to hopefully turn that tide a little bit. 278 00:13:50,590 --> 00:13:52,720 Adam Linforth: We're not going to be the world's factory. But if 279 00:13:52,720 --> 00:13:56,440 Adam Linforth: we're making high-quality goods, then we can do it here 280 00:13:56,440 --> 00:13:58,890 Adam Linforth: in Australia. And I'm very keen and very bullish on it. 281 00:13:59,290 --> 00:14:01,900 Sean Aylmer: Fantastic. So what next? You've got two stores in Sydney. 282 00:14:01,900 --> 00:14:03,910 Sean Aylmer: You've got a big online presence and you've expanded into 283 00:14:03,910 --> 00:14:06,670 Sean Aylmer: the UK. Where will Budgy Smuggler be in five years? 284 00:14:07,750 --> 00:14:10,150 Adam Linforth: Good question. Well, I don't know. Is replacing the word 285 00:14:10,150 --> 00:14:14,030 Adam Linforth: Speedo in the English language too, too high? Too high a place? 286 00:14:14,870 --> 00:14:17,740 Sean Aylmer: Now, that's aspirational. I think it's fantastic. 287 00:14:18,490 --> 00:14:21,680 Adam Linforth: That's it. We did actually make the Oxford Dictionary in 2016 288 00:14:23,230 --> 00:14:25,770 Adam Linforth: alongside the words glamping and wedding tackle. 289 00:14:26,320 --> 00:14:28,870 Sean Aylmer: Oh, I do remember it was an American talk show and 290 00:14:28,870 --> 00:14:30,550 Sean Aylmer: I've been trying to remember the whole time. And it 291 00:14:30,550 --> 00:14:33,280 Sean Aylmer: was someone like Geoffrey Rush or Russell Crowe or one 292 00:14:33,280 --> 00:14:37,880 Sean Aylmer: of those hugely famous Australians talking about Budgy Smugglers on the 293 00:14:37,880 --> 00:14:39,770 Sean Aylmer: talk show, I don't know whether you can remember this 294 00:14:39,770 --> 00:14:42,230 Sean Aylmer: and the host saying, what are you talking about? And 295 00:14:42,230 --> 00:14:44,420 Sean Aylmer: I mean, it was Geoffrey Rush did wedding tackle, I think, but 296 00:14:44,420 --> 00:14:46,400 Sean Aylmer: there was a Budgie Smuggler incident. I just can't remember 297 00:14:46,400 --> 00:14:46,970 Sean Aylmer: which one it was though. 298 00:14:47,690 --> 00:14:49,850 Adam Linforth: I'm not sure. But that's actually a question we get 299 00:14:49,850 --> 00:14:52,310 Adam Linforth: a bit like we're in the UK. Why not the US? 300 00:14:52,310 --> 00:14:55,190 Adam Linforth: And a reason for that is it doesn't translate quite 301 00:14:55,190 --> 00:14:59,920 Adam Linforth: as well. What's a budgie? Oh, it's a small bird. 302 00:14:59,930 --> 00:15:03,050 Adam Linforth: Like you're hiding a small bird. They're like, why would you, 303 00:15:03,050 --> 00:15:06,950 Adam Linforth: why would you choose a small bird? That's like, well... But no, 304 00:15:06,950 --> 00:15:10,490 Adam Linforth: the immediate plans are we're focused on the U.K. UK is 305 00:15:10,490 --> 00:15:12,980 Adam Linforth: a great place to grow a business if you're an Australian 306 00:15:13,070 --> 00:15:16,040 Adam Linforth: I think. Like we're culturally quite similar, it's a good 307 00:15:16,040 --> 00:15:19,290 Adam Linforth: sized place as well. Like I spent four years in London. 308 00:15:19,310 --> 00:15:21,050 Adam Linforth: You can get around pretty easy. 309 00:15:21,140 --> 00:15:21,410 Sean Aylmer: Yeah. 310 00:15:21,500 --> 00:15:24,800 Adam Linforth: So we're focused there. Probably France will be the next 311 00:15:24,800 --> 00:15:27,680 Adam Linforth: one for us, like Budgy Smuggler has got quite a big 312 00:15:27,680 --> 00:15:31,160 Adam Linforth: rugby following. And France, I think, has the most rugby 313 00:15:31,160 --> 00:15:34,730 Adam Linforth: players in the world. So over the next five years, 314 00:15:34,730 --> 00:15:37,460 Adam Linforth: they'll probably be our focus. And then hopefully we'll then 315 00:15:37,460 --> 00:15:39,740 Adam Linforth: probably cast our eyes to the US. It's just such 316 00:15:39,740 --> 00:15:43,340 Adam Linforth: a big place. We won't rush into it, but we'll 317 00:15:43,340 --> 00:15:46,010 Adam Linforth: start chipping away over there. There's actually a few kind 318 00:15:46,010 --> 00:15:49,580 Adam Linforth: of competitive brands that have popped up doing similar things, 319 00:15:49,580 --> 00:15:52,730 Adam Linforth: which really helps us, like in terms of educating the 320 00:15:52,730 --> 00:15:55,880 Adam Linforth: public that this isn't a kind of niche thing for oiled up 321 00:15:56,570 --> 00:16:00,680 Adam Linforth: Giorgio Armani looking kind of people, that the everyday man 322 00:16:00,680 --> 00:16:03,230 Adam Linforth: can free their size and smuggle with us. 323 00:16:04,760 --> 00:16:07,250 Sean Aylmer: I shall no longer use the term Speedo. From now, 324 00:16:07,250 --> 00:16:08,720 Sean Aylmer: it's Budgy Smugglers here at Fear and Greed.      325 00:16:09,470 --> 00:16:09,920 Sean Aylmer: Thank you. 326 00:16:09,920 --> 00:16:10,940 Sean Aylmer: Thank you for talking to us, Adam. 327 00:16:11,480 --> 00:16:12,650 Adam Linforth: Thank you. Cheers, Sean. 328 00:16:13,010 --> 00:16:16,880 Sean Aylmer: That was Adam Linforth, Chief Smuggler at Budgy Smuggler. This 329 00:16:16,880 --> 00:16:19,340 Sean Aylmer: is a Fear and Greed Daily Interview. Join me every morning for 330 00:16:19,340 --> 00:16:21,650 Sean Aylmer: the full Fear and Greed podcast with all the business 331 00:16:21,650 --> 00:16:24,800 Sean Aylmer: news you need to know. I'm Sean Aylmer. Enjoy your day.