This New Brand is Aimed at…Birders? LYFER - Lifestyle - Models in Trees

 

Mountain biking and climbing get their own brands, why not birding?

 

That’s the thinking that led bird-loving couple James and Josh to start LYFER, a Melbourne-based company focused on people who love birds and want to let others know.

Birdwatching is becoming more popular every year, and young people are making up a large portion of the numbers. Often more casually called ‘birding’ or, for the not-at-all-casual, ‘twitching’ when talking about the die-hards ticking off rare sightings, birding is about looking for birds, listening for their calls, identifying, and appreciating them.

It’s a wholesome pastime that’s also a great way to spend time in nature, be present, and enjoy Shinrin-yoku, forest bathing.

Read more: Bird Nerd Checklist: Are You One of Us?

Why LYFER?

Turns out that a ‘lifer’ is that moment when you see a new species for the first time. In a way, birding is a kind of exploring, and a lifer can be a core memory and treasured moment. Speaking of treasured moments, the logo is inspired by a bird poo and being pooed on by a bird, which in some cultures is seen as lucky (not sure I felt that way when it happened to me).

 

This New Brand is Aimed at…Birders? 6 Panel Cap - BIRDMARK - Product Lifestyle - Wilson Reserve8

A lucky poo on this puffer might not be so welcome

An Ethical Approach

LYFER is striving to be a movement beyond just a brand with products, so they’ve begun with a super transparent approach that’s refreshing for a small brand. The team list their global partners and the products they’re behind, and have B Corp, Fairtrade, 1% for the Planet, and Global Organic Textile Standard certifications, as well as donating 5% of every sale to BirdLife Australia and 10% from the Endangered Range to specific independent groups.

Honestly, most big brands aren’t doing that much, so I’m pretty impressed. LYFER’s motto, ‘It’s all about the birds’, comes through on the site, which features guides, journal articles, and a fledgling ‘Bird Tales’ section. Impressive for a brand that launched this year.

So what does LYFER sell?

The first thing that caught my eye was the Golden-shouldered Parrot tee from the endangered range. It reminded me of @australianbirdoutfits, who has sadly stopped posting, but for a time dropped some excellent bird-inspired fits.

The merino wool socks look excellent for long days in the bush, and the adjustable and hand-crafted binocular strap looks seriously nice.

Seems like birdwatching is so back, check out LYFER if you’re twitching just reading this.

At We Are Explorers we take great pride in presenting content that is fact checked, well-researched, and based on both real world experience and reliable sources. As a B-Corp we uphold high ethical standards and strive to create content that is inclusive, with an an increased focus on underserved communities, Indigenous Australians, and threats to our environment. You can read all about it in our Editorial Standards.