Creating the Endangered Range: The Orange-bellied Parrot

The LYFER Endangered Birds Range began with a simple idea: Australian endangered birds need to be part of everyday conversation, and we wanted to create the conversation starter.

The range is a growing collection inspired by Australia’s endangered and critically endangered birds. We like to think of it as representing all endangered bird species, as they all deserve their own range, however each release is inspired by one bird species in particular.

We feel very privileged to be able to bring this idea to life through the LYFER Endangered Range in support for our native birds.

Welcome to the LYFER Endangered Range

Each design starts with a focus on one species. Its colours, markings and story become the foundation for a small range of pieces, including a t-shirt and socks. We didn't set out to place a large bird graphic on clothing and call it done. We wanted to go a little deeper to create a unique colour combination inspired by the species.

The idea is simple: you wear the bird.

The range currently includes pieces inspired by the Golden-shouldered Parrot and now, the Orange-bellied Parrot, with both birds having their own set of t-shirt and socks.

Through the LYFER Endangered Bird Fund, 10% of all sales from the Endangered Range are directed to organisations working to conserve these endangered species and the habitats they depend on.

From Golden-shouldered to Orange-bellied

Found in Queensland’s Cape York Peninsula, the Golden-shouldered Parrot is an endangered bird with a striking presence and a very specific relationship to its landscape. It is tied to tropical savanna woodlands, open grassy areas and the termite mounds it uses for nesting.

This special native parrot became the starting point for our first Endangered Range pieces when we launched LYFER.

Creating this first release helped set the process we now bring to every species in the range: begin with the bird, borrow its colours, and create something that helps the species be noticed.

For the latest addition, we turned to one of Australia’s most remarkable and fragile birds: the Orange-bellied Parrot.

Why the Orange-bellied Parrot?

The critically endangered Orange-bellied Parrot is one of Australia’s rarest birds with less than 100 adult birds left in the wild. Weighing around 40 grams, it is small, bright and a seasoned traveller.

This tiny parrot breeds in south-west Tasmania, with the known breeding population concentrated around the Melaleuca region. After the breeding season, Orange-bellied Parrots migrate north across Bass Strait to coastal wintering grounds in Victoria and South Australia.

They are one of only two migratory parrots in the world, which makes the species quite extraordinary.

The Orange-bellied Parrot faces a mix of threats, including habitat loss, predators, noxious weeds and disease. Its recovery is also complicated by the small number of female birds remaining in the wild and the delicate balance needed to maintain a breeding population.

How a Bird Becomes Part of the Range

For the Orange-bellied Parrot, the process began with understanding the species: where it lives, its challenges, and what makes it visually distinct.

From there, we start focusing in on the colour.

The Orange-bellied Parrot gives us a beautiful palette to work with: soft greens, blue wing tones, yellow-green brightness and the small flash of orange that gives the bird its name.

We begin by taking swatches from the main colours that make up its plumage. From there, we look at the balance of colour across the bird and consider how each tone can be translated into the design. This is how we develop each species’ unique stripe.

In reality, nature has already designed it. We are just being guided by nature’s perfect design.

For the Orange-bellied Parrot t-shirt, we decided to take a different approach from the full striped tee created for the Golden-shouldered Parrot. The OBP tee features a single stripe across the chest and back, set against a white tee made by our Peruvian garment makers, Lyons Apparel.

Each Endangered Range tee also features the LYFER birdmark logo on the shoulder. The logo is inspired by bird poop, so naturally, we could not help but place it right on your shoulder. A small detail, and a unique feature for these tees only.

Passing on the Story

Once you have your Endangered Range tee on, you're out on the weekend, you are already armed with information on the bird you are wearing.

If someone asks about the tee, there is a built-in QR code on the inside tag that takes you to more information about the species behind the tee.

This range is about awareness, after all.

Supporting Conservation Projects

As part of our process, we also look at the organisations, groups and people working behind the scenes to protect each species. In many cases, this includes researchers, conservation teams, and behind them the amazing volunteers and people who dedicate a huge part of their lives to helping native birds in trouble.

During our research into the Orange-bellied Parrot, we found a wide network of organisations contributing to the recovery of the species. For this release, we chose to support Zoos Victoria and, in particular, its Orange-bellied Parrot breeding program.

Zoos Victoria plays an important role in the recovery of the species through its captive breeding program, supporting releases and helping protect the Orange-bellied Parrot from extinction in the wild.

That is why 10% of sales from both the Orange-bellied Parrot tee and socks is donated to Zoos Victoria to support this breeding program.

And that is how endangered comes to be at LYFER.