Hawthorn has welcomed KOOKAÏ to the brown and gold family in 2025, with the popular women's fashion label joining the club as an official partner.

KOOKAÏ is an Australian-owned label, defined by an essence of femininity, confidence, allure and independent style.

KOOKAÏ will style Hawthorn’s female staff and administrators in its high-quality corporate apparel, while on game day it will play an important role in the club’s digital marketing and signage around the ground. 

As part of the AFLW collaboration, KOOKAÏ will also serve as the club's presenting partner of the coveted AFLW Best and Fairest following a highly anticipated 2025 campaign.

Hawthorn Chief Executive Officer Ash Klein was delighted by the new partnership.

“We’re thrilled to welcome KOOKAÏ to the Hawthorn family, in what’s sure to be an exciting season ahead,” Klein said

“Hawthorn and KOOKAÏ aspire to be leaders in our respective industries and together we will foster that pursuit on and off the field.  

“We thank KOOKAÏ for its support and look forward to developing the partnership into the future.”

The KOOKAÏ story began over three decades ago when founders Robert Cromb and Danielle Vagner had a vision to introduce the Parisian label into the lives, and wardrobes, of the Australian women. The concept was simple: fashionable, high quality pieces at accessible prices.

Today, throughout 66 boutiques across Australia, New Zealand, Spain and Switzerland KOOKAÏ remains true to its origins and continues to provide an opportunity for women to embrace their individuality and the power of expression through their wardrobe.

KOOKAÏ Founder & Manager Director Rob Cromb is looking forward to building a strong and successful partnership together.

“As a proud supporter of the Hawthorn Football Club, I am thrilled that KOOKAÏ is joining the Hawks family,” Cromb said.

“KOOKAÏ has always championed women’s confidence and success in business, and now we are excited to extend that support to women in sport.

“We look forward to celebrating individuality, strength, and leadership together with Hawthorn, both on and off the field.”