LIRA is a lifestyle brand that has set out to assemble an institute that cultivates creativity. A culmination of efforts have led to the establishment of LIRA’s CREATIVE SOCIETY – a community that influences their generation by sharing the expressive talents of athletes, artist, musicians, designers, and photographers. LIRA’s plan is to broaden the view of fashion in the action sports market by integrating the personality of the creative culture. LIRA’s ability to consistently evolve with the collective consciousness of the consumer enables them to venture beyond the boundaries of traditional action sports apparel. Rooted in Southern California, LIRA’s designs unify a curated mix of expression from the surf, skate, and street culture. LIRA is about connecting, engaging, and celebrating with its creative collaborators; elevating the lifestyle they represent. LIRA is Collectively Created Individually Expressed.