85% matchBrand profile
THRILLS
Byron Bay label making vintage surf, moto and counterculture apparel — organic-cotton graphic tees, baggy denim and workwear jackets.
Byron BayOrigin
StreetwearStyle
$$Price
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What to know about THRILLS
Grew out of a motorcycle shop
THRILLS began in 2011 as an offshoot of Cheap Thrills Cycles in Byron Bay, and the clothing still reads surf-and-moto counterculture rather than generic streetwear.
Retro graphics, baggy cuts, organic cotton
The core is vintage-leaning graphic tees, baggy denim, cord pants and workwear jackets, with much of the range made in organic cotton.
Accessible pricing, corporate backing
Tees sit around A$60-80 and denim A$130-180; since a A$50m sale to ASX-listed Universal Store Holdings in 2022 it runs standalone with nine Australian stores.
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Brand facts
THRILLS is a Byron Bay label founded in 2011 by Tabitha and Brooke McGregor with Ryan Collins, growing out of motorcycle outfit Cheap Thrills Cycles. It makes vintage-leaning surf, moto and counterculture wear: retro graphic tees, baggy denim, cord pants, workwear jackets, swim and dresses, much of it organic cotton. ASX-listed Universal Store Holdings bought the business for A$50 million in September 2022 and runs it standalone, with nine Australian stores plus separate AU and US webstores. Tees run roughly A$60-80, denim A$130-180.
- Founded
- 2011
- Origin
- Byron Bay, Australia
- Price
- $$
- Facts checked
- August 2026
- Styles
- Streetwear, Workwear / Heritage
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