Paire, the Melbourne-founded essentials brand built on fabric innovation, today announced its arrival in the United States. Loved by more than 300,000 customers worldwide, Paire has grown from three sock styles made in co-founder Rex Zhang’s garage into more than 60 products across socks, underwear, activewear and outerwear, sold internationally and through its own flagship store. Products are now available to American shoppers at paire.com.
In six years, Paire has developed seven proprietary material and garment technologies, built a customer base that reorders more than a third of the time, and earned a 4.7-out-of-5 average rating across 15,000-plus verified reviews. Paire is bringing Americans a brand that’s already built a devoted following, with hundreds of thousands of customers who keep reordering.
That track record comes from a philosophy the brand calls High Tech, Low Key. “At Paire our brand ethos is ‘High Tech, Low Key,’” said Nathan Yun, co-founder of Paire. “We use the most advanced fabric technology to make clothes more comfortable, functional and sustainable at the same time, while keeping the design minimal, subtle and easy to wear.” As an Australian brand, Paire takes a more understated approach: make something better, be clear about why, and skip the hype. In the U.S., where comfort brands often sound alike, that simplicity helps it stand apart.
Paire was founded in 2020 by longtime friends Nathan Yun and Rex Zhang, who met at the University of Melbourne. Yun came from film and advertising; Zhang’s family had spent 40 years in textiles. The idea started small. “Because we were limited with funds, we wanted to just start with something really small,” Yun said. “If you think about it, there are so many problems with socks. They smell… They slip off your heels. There’s not enough support in the arch. People are putting microchips in human brains. Why can’t we solve a simple sock problem?”
It took three attempts to get the fabric right. The first orders shipped out of Zhang’s garage, three sock styles at a time. Five years after appearing on Shark Tank Australia, Paire has grown into a team of 40 and is on track to surpass $16 million in revenue this year, up from $1 million in its first.
While scaling up, every new product still starts with the same question: what does it actually feel like to wear this? That fabric-first approach produced Paire’s seven proprietary materials, starting with Supreme CoolBlend, a Merino wool and organic cotton blend and the world’s first wool/cotton micro-blend yarn, used in Paire’s original socks. The lineup has since grown to include BreezeBlend (Merino wool and eucalyptus fibre), NudeTech (a Modal-based “second skin” fabric for underwear), RegSilk (silkworm cocoon protein fibres), ReBrew (organic cotton and recycled polyester with carbonised coffee grounds), and BioFlex, an activewear fabric two years in development that swaps plastic-heavy synthetics for material made with 50% recycled corn waste. “Most apparel brands choose fabrics to serve the design,” said Rex Zhang, co-founder of Paire. “At Paire, we develop the most comfortable fabrics first, then design around them.”
Sustainability follows the same logic. “We firmly believe that natural fabrics are best for your skin, and the planet,” Zhang said. “Wool is anti-microbial. Long-staple organic cotton is grown with zero harmful chemicals. Eucalyptus fibre is biodegradable and renewable.”
Paire will follow its US arrival with a fall 2026 launch of its AW26 range, extending the brand from socks and underwear into hoodies, sweaters and jackets built on the same fabric science.
Learn more at paire.com and follow Paire on Instagram @paire.
About Paire
Paire is an Australian essentials brand redefining everyday comfort through fabric innovation. Founded in Melbourne in 2020 by Nathan Yun and Rex Zhang, Paire is guided by a simple philosophy: High Tech. Low Key. Combining advanced natural fibers with considered design, the brand creates elevated wardrobe essentials that feel as good as they look — from its original merino-cotton socks to underwear, apparel and outerwear. Every product begins with one question: what does it actually feel like to wear this? Launched in the US in August 2026, Paire is available at paire.com.
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