Brand profile

THRILLS

Byron Bay label making vintage surf, moto and counterculture apparel — organic-cotton graphic tees, baggy denim and workwear jackets.

Byron BayOrigin

WomenswearFocus

StreetwearStyle

$$Price

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4 brands like THRILLS like Brixton, Vissla, Banks Journal →

What to know about THRILLS

Grew out of a motorcycle shop

THRILLS began in 2011 as an offshoot of Cheap Thrills Cycles in Byron Bay, and the clothing still reads surf-and-moto counterculture rather than generic streetwear.

Retro graphics, baggy cuts, organic cotton

The core is vintage-leaning graphic tees, baggy denim, cord pants and workwear jackets, with much of the range made in organic cotton.

Accessible pricing, corporate backing

Tees sit around A$60-80 and denim A$130-180; since a A$50m sale to ASX-listed Universal Store Holdings in 2022 it runs standalone with nine Australian stores.

StyleStreetwear Workwear / Heritage

If you like THRILLS

85% match

Brixton

$$Vintage motoOceanside, United States

Retro moto-and-workwear graphics with hats and flannels

What changes: Headwear-led range, less denim and swim

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79% match

Vissla

$$Surf casualAliso Viejo, United States

Recycled-fibre surf brand with the same throwback slant

What changes: More hardgoods and wetsuits, fewer vintage graphics

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76% match

Banks Journal

$$Coastal minimalByron Bay, Australia

Byron Bay surf neighbour, cleaner and more muted

What changes: Minimalist palette, no moto or western thread

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71% match

Stüssy

$$Graphic teesLaguna Beach, United States

Surf roots pushed further into logo streetwear

What changes: Streetwear hype pricing, no denim or dresses

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Brand facts

THRILLS is a Byron Bay label founded in 2011 by Tabitha and Brooke McGregor with Ryan Collins, growing out of motorcycle outfit Cheap Thrills Cycles. It makes vintage-leaning surf, moto and counterculture wear: retro graphic tees, baggy denim, cord pants, workwear jackets, swim and dresses, much of it organic cotton. ASX-listed Universal Store Holdings bought the business for A$50 million in September 2022 and runs it standalone, with nine Australian stores plus separate AU and US webstores. Tees run roughly A$60-80, denim A$130-180.

Founded: 2011
Origin: Byron Bay, Australia
Price: $$
Typical prices: T-shirts $40–$50 · Jeans $110–$130
Focus: Womenswear
Styles: Streetwear, Workwear / Heritage

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