Founded by ex-pro freestyle skier Sam Moore on the Gold Coast of Australia, PYRA bridges technical alpine outerwear with streetwear-informed design. Growing up in alpine environments in New Zealand shaped Moore’s deep understanding of technical construction, weather protection, and material performance. PYRA addresses the gap he identified in his own wardrobe: garments that perform in the outdoors while remaining appropriate for urban everyday use, built with organic materials and sustainable technical fabrics.