TradeMutt x Zoe Carter
TradeMutt has teamed up with Zoe Carter to create Cracka’ Dawn, a shirt that celebrates early starts, long days, and the quiet resilience that defines Australia’s Ag community. Built to start real conversations about mental health and wellbeing, this collaboration reflects a shared commitment to backing the people who keep Australia moving, creating pathways for the next generation, and strengthening the long-term future of farming and regional Australia.
Agriculture employs approximately 250,000 workers. This feeds over 27,000,000 people nationwide
60% of all TIACS clients identify as coming from outside of metro areas.
Source: TIACS annual impact report 2025
Who is Zoe Carter
Zoe Carter is an Australian agriculture advocate, storyteller and founder of Agriculture Jobs Auswide. Raised in regional Australia, Zoe champions the people who keep the country fed, fuelled and moving.
She uses her platform to highlight real stories from the Ag industry, encourage the next generation into regional careers, and push for better mental health support for farmers and rural workers.
About the print
Co-designed with Zoe, this vibrant pattern celebrates key sectors of Australian agriculture, including beef, sheep, cropping, and transport, alongside playful elements like chickens, pigs, horses, and working dogs.
A bold colour palette of purples, aquas, and warm yellows is designed to evoke the feeling of an iconic Aussie sunrise throwing light across rural landscapes.
Anyone who has ever taken a roadtrip through rural Australia will recognise rusty old trucks, windmills, animals and old broken down tractors that capture the nostalgia of this iconic scenery.
How you can support the Ag industry
Buy yourself a Cracka’ Dawn shirt and use it to start conversations about supporting the health and wellbeing of the Ag industry.
Shop hereIf you know a Funky Shirt Farmer, nominate them to feature for being an absolute legend.
Nominate them hereEncourage conversations
and tell your mates about TIACS.
Take a look yourself
Campaign Background
This campaign came to life on location thanks to the Baker family on their incredible property that has been with the Baker Family for over 100 years in Booroondarah.
Talent included Zoe, Scully and Amelia (Semi Professional Bronc Rider)
Every shirt helps fund real support
Fifty percent of profits from every TradeMutt shirt are donated to TIACS. A confidential counselling service for farmers, tradies, truckies and their families for free.
If you’ve got the means, chucking in an extra donation helps them keep it free for other legends who need a yarn.
