Meet Abbie Pratt – Creative Director of Draft and Co

At the heart of Draft and Co, ensuring every detail aligns with the brand’s vision, is Abbie Pratt, the Creative Director behind its evolving identity. From overseeing social media strategy to managing photoshoots, collaborations, and a high volume of orders from Brisbane, Abbie plays a key role in shaping Draft and Co’s presence in the Australian fashion industry.

A Lifelong Connection to the Brand

Abbie’s journey with Draft and Co is deeply personal. When her mother purchased Gumnut Designz in 2017, she was just 11 years old, unknowingly stepping into what would later become her passion and profession. Growing up within the business, she developed a keen eye for branding, marketing, and the importance of storytelling in fashion.

As Draft and Co emerged from the foundation of Gumnut Designz, Abbie naturally transitioned into a leadership role, ensuring the brand retained its heritage of quality and authenticity while embracing a modern, innovative approach.

Driving the Brand Forward

Abbie’s role as Creative Director is a dynamic mix of strategy, execution, and innovation. She leads Draft and Co’s digital presence, curating a compelling brand story across social media and marketing channels to connect with customers in a meaningful way. She is also the creative force behind photoshoots and collaborations, ensuring every campaign reflects the effortless yet refined aesthetic of the brand. With a strong belief in brand integrity and community engagement, Abbie carefully selects partnerships that align with Draft and Co’s identity, expanding its reach while maintaining authenticity. Beyond the creative aspects, she plays a hands-on role in operations, managing a significant volume of orders from Brisbane to ensure each customer experience reflects the brand’s commitment to quality.

A Vision for the Future

With her background in branding, marketing, and creative problem-solving, Abbie continues to drive Draft and Co forward. Her focus remains on expanding the brand’s presence, elevating creative campaigns, and ensuring Draft and Co stays ahead of industry trends while maintaining its Australian-made commitment.

Draft and Co isn’t just a brand—it’s a lifestyle. Whether it’s a perfectly tailored cotton shirt worn at a campdraft or a relaxed silk piece for a special occasion, Abbie ensures that each collection is a reflection of the modern, stylish, and hardworking individuals who wear it.