Thrills began in Byron Bay around 2011 as a vintage motorcycle import and customisation business founded by Brooke McGregor, Tabitha Shafran (now McGregor), and Ryan Collins. The trio eventually pivoted, leveraging their fashion background to launch a successful lifestyle clothing and fashion brand focused on vintage-inspired streetwear and a sustainable future. The brand offers a range of denim, jersey, and outerwear, and has expanded to include retail stores in Australia, Japan, and online global sales.