Key takeaways
- NAIDOC Week is a time to recognise and celebrate the culture, history and achievements of Aboriginal and Torres Strait Islander peoples.
- Merchandise can be a powerful way to bring teams together and show genuine support during NAIDOC Week celebrations.
- Products like NAIDOC shirts, eco-friendly items and artwork-led designs help share your message with purpose.
- Planning early and working with the right people helps create NAIDOC Week merchandise that feels respectful, thoughtful and worth wearing.
Why is NAIDOC Week important?
NAIDOC Week is held each year in the first week of July, which means it runs from Sunday to Sunday. It’s an important time of year that celebrates the history, culture and achievements of Aboriginal and Torres Strait Islander peoples — and an opportunity for all Australians to learn, listen and take part.
The week recognises the strength, resilience and ongoing contributions of First Nations communities. It also invites reflection on our shared history and how we can each take part in a more respectful and inclusive future.
The name NAIDOC comes from the National Aboriginal and Islanders Day Observance Committee, which played a central role in raising awareness of First Nations issues throughout the 20th century. Originally recognised as a single day of observance, it was in 1975 that it was decided to extend NAIDOC beyond just one day, giving communities a whole week to reflect, connect and celebrate.
For businesses, it’s a chance to go beyond words and take meaningful steps to show respect, from hosting conversations and cultural events to choosing branded products that carry real thought and purpose.
At Promo Gear, we believe that merchandise can do more than share your logo. It can share your message. And when it comes to NAIDOC Week, that message should be one of respect, awareness and action.
The role of merchandise during NAIDOC Week
When done right, merchandise can be a powerful way to show support, bring people together and recognise the meaning behind NAIDOC Week celebrations.
Branded gear, such as t-shirts, hats, lanyards, or notebooks, creates a sense of connection. It brings teams into the moment, turning NAIDOC Week from a date in the calendar into something people can wear, see and talk about. Internally, it helps unify your workplace. Externally, it shows your business is paying attention and getting involved for the right reasons.
But it’s important to get it right. NAIDOC Week merchandise isn’t just about ticking a box; it’s about leveraging your brand platform to support, educate, and celebrate. That means working with First Nations businesses and people where you can, sourcing with care, and being thoughtful about how your message is shared.
For businesses with a Reconciliation Action Plan (RAP), merchandise can also reflect that commitment. Many companies choose to collaborate with artists to create original designs that sit at the heart of their strategy — designs that carry real meaning and spark important conversations.
In short, merchandise can do more than promote. It can help your team feel connected, your message feel stronger, and your support feel real.
“First Nations artists put their heart, soul and ancestral heritage into every piece created as an expression of culture. For me, it’s a cultural responsibility to make sure the artist and their work are treated with the respect they deserve. We make sure no story is lost when that artwork is reproduced on the product.”
— David Hulett, 2025
Examples of custom promotional products for NAIDOC Week
When it comes to NAIDOC Week celebrations, branded merchandise can help your message travel further and last well beyond a single week in July. The right products bring people together, create visibility for First Nations culture and show your business is committed to being part of the conversation. Here are some popular ideas that work well for teams, events and community partnerships.
Here are some past NAIDOC products that Promo Gear has proudly created:
Company: Orica
NAIDOC shirts
Branded shirts are one of the most popular choices for NAIDOC Week. They’re practical, widely worn, and create a strong visual impact, especially when designed in collaboration with First Nations artists or aligned with the annual NAIDOC theme.
Some businesses use these as staff uniforms throughout the week, while others gift them as part of internal campaigns or community events. Comfort matters too, so breathable fabrics and relaxed fits are always a smart pick for all-day wear.
There’s also the option to pair shirts with printed messages, acknowledgment artwork or QR codes that link to educational resources — making each shirt part of a wider story.
Eco-friendly NAIDOC merchandise
Sustainability and respect go hand in hand, and eco-conscious products are becoming a go-to for NAIDOC Week merchandise.
Think reusable coffee cups, notebooks made from recycled materials, tote bags, bamboo pens or apparel. These items not only reduce waste but also serve as a thoughtful reminder of your business’s values and commitment to doing better.
Working with Indigenous artists and suppliers
Supporting Indigenous-owned businesses and artists is one of the most impactful ways to take part in NAIDOC Week celebrations. It’s about more than a printed product. It’s about respecting the story, the artist and the connection to Country that sits behind the work.
At Promo Gear, we help businesses understand how to approach this with care. That includes keeping the artwork as the artist intended. We don’t adjust colours or remove elements to suit branding. The story comes first, and we’re here to help you honour it.
We also collaborate with Indigenous-run galleries, such as Birrunga Gallery, to help connect businesses with First Nations people who share their culture through art. These partnerships give real weight to your merchandise and help support communities in a way that’s practical and respectful.
If your team is looking to include artwork created by First Nations artists, we’ll guide you through the process with a clear focus on cultural integrity and connection to Country.
“We are humbled to be given the opportunity to work with some of Australia’s leading First Nations artists and to be trusted with their artwork. Whether that be through art galleries like Birrunga Gallery, Indigenous-run design houses or marketing agencies, we work across all levels of concept creation using culturally significant art pieces.”
— David Hulett, 2025
Here’s how some businesses combine NAIDOC Week support with artists:
Company: Birrunga Gallery
Tips for creating meaningful NAIDOC Week merchandise
If you’re planning to create NAIDOC Week merchandise that carries real meaning, here are a few things to keep in mind:
1. Start early
NAIDOC Week comes around quickly, and the best ideas take time. Starting early in the year — or even the year before — gives you space to connect with the right artists, businesses and communities. It also means you can explore designs without rushing the process or cutting corners.
2. Follow the official theme
Each year, NAIDOC Week has a national theme. Use it as your guide when creating messaging or design concepts. It helps tie your merchandise to the wider celebration and gives your team something to rally around.
3. Respect the message
Be mindful of language, design and how the merchandise will be used. Ask questions, seek advice and always centre the voices of First Nations people. Merchandise should reflect respect, not just branding.
4. Distribute with purpose
Don’t hand out products just for the sake of it. Use them to open conversations, support events, or share learning resources. When distributed with care, merch can carry your message much further.
Wear the message, share the story
NAIDOC Week is about showing up in a way that goes beyond words. It’s a time to reflect, learn and take part in something meaningful, both within your team and in the wider community.
When merchandise is approached with care, it becomes more than a product; it becomes part of the story you’re choosing to tell. It can bring people together, start conversations and create a sense of pride in being involved.
At Promo Gear, we’ve seen how powerful the right merch can be during NAIDOC Week. Let’s work together to create something your team will wear proudly and remember long after the week is over.