PYRA is a technical streetwear brand grounded with the purpose to unite your outdoor experience with function designs that can withstand the elements.

In today’s world of mass consumption where quantity and frequency are often prioritised over quality and good design, our design philosophy becomes something vastly different.

We design technical streetwear garments with the intention of it making a difference to your outdoor experience. We see our innovation, design and development process of each style as a strategically important long-term investment for our company, with a clear vision of what we want to accomplish and no room for compromise.

The first part of our mission statement, “Make the best product to last beyond the season” is our core value at PYRA and the cornerstone of our business philosophy. Striving to make the best quality product at affordable prices. We are a product driven company.

Our Designer’s checklist

In a world overflowing with fast fashion are aim is to design beyond the season.  We put integrity above trends. Our items are designed with quality craftsmanship, functionality, and style.  But how do you make those lasting items? When it comes to technical streetwear, we have identified several questions that we ask ourselves before putting anything into production.

• Does it fit our customer?

• Will it last beyond the season and for a lifetime?

• Is it innovative? How can it be better?

• Is it a global design?

• Is it easy to clean and care?

• Is it authentic?

• Are we just chasing trends?

• Does it cause any unnecessary harm to the environment?

• Are we designing for our core customer?

• Is it organic cotton or recycled?

Less is more

We reinforce season to season wear with an emphasis on technical alpine functions, commitment to innovation and youthful exuberance.

Our product philosophy is centred around long-lived products, technical performance, and designs that are built for the outdoors. Technical product performance enables users to purchase less often and have garments that are designed for multipurpose whether you are walking the streets or climbing an alpine trail.

Our fabric partners: CORDURA BRAND®, ECONYL®, POLARTEC®, CARVICO® 3M THINSUALTE & Organic Cottons.