Six-year-old technical apparel brand Pyra is opening the business up to public investment, off the back of $11 million in lifetime revenue and 100 per cent year-on-year growth.
Founded in 2020 by kiwi-born designer Sam Moore, Pyra taps into the gap between lifestyle and technical outdoor apparel, with prices around the mid-level – pants for $160, jackets for around $350 at full price. The brand sells purely online.
According to Pyra, it has sold over 82,000 units to a global customer base, with gross margins reportedly exceeding 70 per cent.
Now, the brand has launched a crowdfunding campaign via Birchal to fuel its next chapter of international scaling.
“The technical apparel category is undergoing a fundamental shift,” Moore said.
“Consumers are no longer buying products based solely on performance – they're investing in brands that combine technical innovation, premium design and authentic culture. Discovery has moved beyond traditional retail into communities, creators and specialist retailers, where trust and storytelling drive purchasing decisions.
“We believe Pyra is uniquely positioned to lead this category by combining world-class product development, a highly engaged community and an agile operating model capable of scaling globally.”
Pyra also reported that the United States accounts for around 40 per cent of total sales, which was achieved before any dedicated US marketing spend.
According to global market insights, the global outdoor apparel market was valued at US$26.7 billion in 2025, and is forecast to grow to US$57.3 billion by 2035, at a compound annual growth rate of 7.9 per cent.
Pyra is targeting growth across North America and Europe, and has plans to expand its ranges into trail running, snow, hiking, travel and everyday performance categories.