Daniel Pratt, Benny Herberts and the Deemun Squad

Daniel Pratt, Benny Herberts and the Deemun Squad


Since retiring from AFL football at the end of 2011 after 119 AFL games, a passion for business has lead to the creation of fashion labels Benny Herberts and The Deemun Squad.

Pratt and the Benny Herberts team played a lead role in the production of the inaugural 22under22 showcase hats presented to all the 2013 22under22 representatives.

He is still involved in football at a semi-professional level playing with the Box Hill Hawks and working in player development with the Hawthorn Football Club.

Pratt knows better than most the importance of preparing for life after football while still in the game but maintaining work-life balance can often be the biggest challenge.

“Having something away, that you can go back to and just get your head away from football….18, 19, 20 year old guys coming into they game they are all physically up to it, its just the mental side of the game [that is the difference]. You perform better when you are relaxed. Doing everything well and getting your time away from the game and the right headspace is really important.”

Visit the websites here: The Deemun Squad & Benny Herberts