Ambassador edition
The Boys Deserve Better — and Robert Irwin is here to prove it.
Australia's favourite Wildlife Warrior is swapping crocodiles for cotton as the new campaign ambassador for The Lad Collective. After discovering many single men only change their bed sheets four times a year, Robert's mission is simple: the boys deserve better.
Why did partnering with TLC feel like the right fit?
Robert has always been passionate about health, wellness and the environment. When he discovered The Lad Collective was a locally-founded Sunshine Coast brand built on quality, comfort and sustainability, it aligned perfectly with his values — and his mission to help blokes do better in the bedroom (when it comes to their sheets).
After years as a Wildlife Warrior, why take on bedding?
Robert turned his attention to a lesser-known part of the natural world: the mysterious bedding habits of the bloke in his natural habitat. The stats were alarming — and something had to be done.
What did you find out about Aussie blokes and their sheets?
Many single men admit to changing their bed sheets just four times a year. As someone who cares deeply about wellbeing, Robert knew that sleep — the true cornerstone of health — deserved more attention. That's where The Lad Collective comes in.
What would you say to Aussie blokes still sleeping on old sheets?
You wouldn't leave your favourite animal in a poorly kept habitat — so why settle for less in your own bedroom? The Lad Collective's bamboo-cotton blend sheets are designed for maximum comfort, with clever corner straps and labelled sides that make it almost impossible to stuff up.
How does TLC help create the bedroom every bloke deserves?
The Lad Collective was founded by Sunshine Coast brothers Bill and Ed Ovenden, who wanted to make bedtime genuinely easier for blokes. The signature sheet sets have clever corner straps to keep fitted sheets in place, labelled sides so the fitted sheet is never put on the wrong way, and a breathable bamboo-cotton blend built for comfort.
When you first met Ed & Bill, what stood out?
"They genuinely love what they do and they care — not just about the product but about their people, their community, and the planet. And knowing their Sunshine Coast roots made it feel like home straight away."
As a conservationist and media personality, what do you look for in a brand partner?
Authenticity is everything for Robert. He chose The Lad Collective because they support conservation through charity galas for Wildlife Warriors, care about local Aussie manufacturing, and approach everything with passion and a sense of fun. That's the TLC spirit.
