First Story Designs was born from a deep connection to culture, identity, and storytelling. Founded by William Peucker, a proud Bard man from Pender Bay on the Dampier Peninsula, First Story Designs is more than just a clothing brand—it’s a platform to honour and share the stories that shape who we are.

The name First Story Designs reflects the heart of the brand: every design carries a story, a name, a memory, and a connection to Country. Through each shirt, William invites people to wear their identity, celebrate their roots, and proudly carry their Mob with them.

At First Story Designs, we believe representation matters in every form. That’s why we proudly support and uplift all Aboriginal and Torres Strait Islander Peoples. Our mission is to create space for all expressions of Blak identity, and in doing so, recognise that our Aboriginality is not determined by the colour of our skin, but by our connection to culture, which runs deeper.

While First Story Designs is proudly Blak-owned and deeply rooted in Indigenous identity, our designs are made for everyone. Allies are welcome to wear our shirts as a way of acknowledging the Country they’re on, showing respect for Traditional Owners, and standing in solidarity with our communities. Wearing First Story Designs is more than making a statement—it’s joining a movement grounded in pride, truth, and cultural strength.

Our growing collection of art-driven designs brings Country to cotton, embedding stories into every thread. From bold patterns to subtle symbols, each shirt invites reflection, sparks conversation, and carries meaning. When you wear First Story Designs, you’re not just wearing a shirt—you’re wearing story, sovereignty, and spirit.