Australian-born technical streetwear brand Pyra has become the first Australian men’s brand to secure shelf space in JD Sports’ top two stores.
The brand made its initial move into JD Sports five months ago, according to a then-Instagram post by the sporting apparel giant, selling the brand’s products online and at its Highpoint and Brisbane CBD retail locations.
Pyra was founded in 2020 by Sam Moore, making and selling products in the streetwear and outdoor performance space, and that include technical and functional designs.
The partnership with JD Sports will see the brand’s core range – including its best-selling puffer jackets and shell jackets, and trail-inspired apparel – available across JD Sports online and in-store.
“We’re incredibly proud to be the first Australian men’s brand to launch with JD Sports,” Moore shared in a press release on the move.
“It’s a huge moment for us as an independent label, and an exciting opportunity to showcase Australian design on a global stage, which JD is the perfect alignment for us.”
The JD Sports partnership is part of Pyra’s wider strategy to expand internationally while continuing to design in the outdoor and streetwear space.
In Australia, JD Sports has 61 stores across Australia, with a global flagship opening in Bourke Street Mall on July 10, and another retail location set for Westfield Geelong next week.