The Story of LYFER

Founded in Melbourne by Josh Symons and James Lambrou, LYFER began with a love of birds, a desire to bring something unique to Australia’s growing birding community, and the belief that birding deserves to be seen in a new way.

Josh Symons and James Lambrou.

A Note From Josh & James

LYFER is a small start-up led by us, Josh and James, with a whole lot of drive, passion, and belief in what birding can bring to people, communities, and the natural world.

We are the creative force behind LYFER, from our products and campaigns to our newsletters, Feathergram and The BIRD Feed, our pocket guides, Bird Tales, Avian Journals, and all the little details that bring the brand together.

But we do not do it alone. We are supported by a small circle of specialists, friends, photographers, graphic designers, and fellow birders here in Australia, alongside our makers around the world, who all help us build LYFER with care.

Where It Started

LYFER began with a shared love of birds, but our paths into birding were different.

For Josh, birds were part of life from an early age. Growing up with country roots, time spent birdwatching with his Uncle Doug, a devoted birder and conservation advocate, helped shape the way he experienced the outdoors.

For James, birding came later, helped along by the fact that Josh kept stopping for birds and James eventually had no choice but to start looking too. What began as curiosity became something grounding, joyful, and life-changing.

Together, birding changed how we moved through Melbourne, explored closer to home, travelled further away, spent time outdoors, and noticed the world around us.

Why LYFER Exists

Australia already has a growing, inclusive, and diverse birding community. LYFER was created to contribute something of our own to that space. We wanted to build a brand that helps birding feel more visible, modern, creative, social, and connected to wellbeing.

For us, brand is a way to start conversations. What someone wears, carries, reads, or shares can spark curiosity about birds, birding, and the outdoors. LYFER exists to help more people notice birds, talk about them, care about them, and feel part of something that brings people closer to nature.

At the heart of LYFER are real people, real stories, and a genuine love for building something that helps raise awareness for birds through bird-watching.

Keeping Things Genuine

Keeping things genuine is important to us.

The bird photography and imagery we share is real, and we credit people properly where credit is due. We are lucky to be surrounded by talented photographers, birders, creatives, and friends who help us tell better stories and bring more attention to birds.

We do not use AI to generate our graphics, bird artwork, product designs, or photography. The creative work behind LYFER comes from us and the people we work with.

We do use AI as a tool to help with strategy, content ideas, planning, structure, and the occasional moment of keeping us level-headed when the to-do list starts flapping about. But the creative direction, ideas, products, stories, and decisions behind LYFER are very much human.

What We Make

When we started creating products for LYFER, we wanted them to feel considered from the beginning. Not just things with birds on them, but pieces we would genuinely use, wear, carry, and be proud to put into the world.

Some pieces are designed entirely by us. Others are developed in collaboration with makers, artists, designers, and small-batch manufacturers whose skills help bring each idea to life. When it comes to brands like NOCS, we’re proud to offer products from businesses we believe in.

From apparel and accessories to pocket guides, field gear, and everyday pieces for birders, everything we create is connected back to the same idea: helping birds, birding, and the outdoors feel more visible in people’s lives.

Where We Are Heading

At its heart, LYFER is our way of contributing to a growing birding community, and to a wider shift in how people connect with nature, each other, and the world around them. We want to help more people notice birds, talk about them, care about them, and feel connected to the life around them.

That shows up in the products we create, the makers we work with, the stories we share, the guides we publish, the events we host, and the community we hope to build. LYFER is for people who notice birds, and for those just beginning to.

Welcome to LYFER.