Byron Bay fashion brand THRILLS spills into Asia

Byron Bay fashion brand THRILLS spills into Asia

At a time when many consumer-facing brands have either contracted or hunkered down through the pandemic, Byron Bay clothing company THRILLS is taking the opposite approach.

On Friday the company will officially celebrate its expansion into Asia with an exclusive launch party at its first global flagship store in Tokyo.

Highly regarded in Australia for its vintage-inspired pieces and culture-defining style, the brand will make a splash in the city's energetic and colourful district of Shibuya.

THRILLS co-founder Tabitha McGregor says the expansion has been in the wings for a long time, stemming back to the brand's roots as a vintage motorcycle import and customisation business more than a decade ago.

"THRILLS was created from humble beginnings in 2011, importing and customising vintage motorcycles from Japan and the US to our coastal hometown," says McGregor.

"Our very first employee was Japanese mechanic Yuichiro Nakama who brought our vision to life and remains a valuable part of the family, continuing to customise Harley Davidson motorbikes at our Byron Bay HQ.

"So far, 2020 has been a monumental year for the brand, making our mark in the US in February to now Asia in July, and we've got no plans in slowing down yet."

THRILLS general manager Ryan Collins says the team has worked hard to build an original brand with a commitment to reducing the company's environmental footprint.

"The brand has not only adapted and developed over the years to appeal to a global customer, but it has also become a lifestyle to so many; with roots in music, artists, vintage apparel inspiration and vintage street," says Collins.

"While there's a lot of competition in the industry these days, THRILLS thrives on its originality and progressiveness through both high-quality styles and a desire to reduce their impact on the environmentmachine culture.

"The team is constantly on the lookout for new and progressive fabrics such as hemp and ramie to help lessen our footprint, while also improving our day-to-day operations."

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