The trade name "Akubra" came into use in 1912. The increasing popularity resulted in the move to larger premises in Bourke Street, Waterloo and expanded production, especially of Slouch hats during World War I. Soon after all hats were branded Akubra. When Dunkerley died in 1925, ownership of the business transferred to Stephen Keir I. The business continued to flourish and when Stephen Keir retired in 1952 he was succeeded as Managing Director by his eldest son, Herbert. His second son, Stephen Keir II, served as General Manager and became Managing Director in 1972. His son, Stephen Keir III, became Managing Director in 1980. Another son, Graham, joined the firm in 1972, first as sales representative for Northern NSW and later as National Sales Manager. Unfortunately, Graham died prematurely in 1987. Stephen Keir III retired as Managing Director on 31st December 2007, allowing his son and fourth generation of the Keir family, Stephen Keir IV, to assume the mantle of Managing Director. In 2010, after working with the company for more than 56 years, Stephen Keir III O.A.M stepped down as Chairman of the Board of Directors. Stephen Keir IV, who has worked with the Akubra company for more than 20 years, is appointed Chairman of the Board of Directors.