About Bobby

Bobby Lovejoy started the way most good ideas do — with something you'd only say to your best mates.

The things you'd text someone having a bad day. The nickname that's somehow both an insult and a term of endearment. The phrase that makes the whole table laugh because everyone knows exactly what it means.

We put those words on caps. Embroidered, unapologetic, and proudly Australian.

Launched in 2025. Worn by people who say what they actually mean — or at least want to.

Find yourself in one of our caps. Or don't — I'm not your dad.