Australia & New Zealand's Most Trusted D2C Brands 2026 › Paire
#83 of 100 – Fashion & Apparel

Paire

Clothing basics brand that started online with socks made from sustainable fabrics, added underwear, tees and activewear, and now also sells through two own stores in Melbourne.

By Abhimanyu Ghosh, Chairman, WCRC, with the WCRC Business Intelligence Unit · November 2026

Consumer Trust 80/100
Paire ranked #83 in Australia & New Zealand's Most Trusted D2C Brands 2026 by WCRC
Trust Score70.46out of 100
ANZ D2C rank#83 of 100
HeadquartersSouth Melbourne, VIC, Australia
Founded2020
Latest revenueA$9.4M revenue (FY2025)
Trust pillar80/100

The Paire story

Paire was founded in Australia in 2020 by Nathan Yun and Rex Zhang and is owned today by Private, founder-led. It is one of 20 Fashion & Apparel brands in this year's ranking, where it places #18.

Why people trust Paire

It says its fabrics are patented and it won SmartCompany's Smart50 Rising Star Award in 2024.

The watch-out

Its socks cost about A$24 a pair in a market full of cheap alternatives, and it is still small, with 10 employees on its Smart50 listing.

Why Paire ranks #83

Strongest of the four trust-led pillars

Consumer Trust & Sentiment, scored 80 out of 100.

Room to grow

Brand Recall, scored 40 out of 100.

The WCRC D2C Trust Score gives 80% of the weight to Consumer Trust, Brand Recall, Positioning and Brand Love. Paire scores 70.46 overall.

Pillar profile

Consumer Trust & Sentiment (32%)
80
Brand Recall (18%)
40
Brand Positioning (15%)
80
Brand Love (15%)
78
Product, Innovation & Delivery (10%)
80
Digital & Financial Soundness (6%)
58
Governance & ESG (4%)
62

Versus its nearest rivals

81Mobile Tyre ShopMobility · 71.1282PentanetTech · 70.9083PaireFashion · 70.4684MockaHome · 70.2885JoonyaPets · 70.20

Questions people ask

What rank is Paire in WCRC's Australia & New Zealand's Most Trusted D2C Brands 2026?

Paire ranks #83 of 100 in WCRC's Australia & New Zealand's Most Trusted D2C Brands 2026, with a WCRC D2C Trust Score of 70.46 out of 100.

Why is Paire trusted?

It says its fabrics are patented and it won SmartCompany's Smart50 Rising Star Award in 2024.

What is Paire's revenue?

A$9.4M revenue (FY2025), as stated by the company.

Who owns Paire?

Paire is owned by Private, founder-led. It was founded in 2020 in Australia and is based in South Melbourne, VIC, Australia.

What is Paire's biggest challenge?

Its socks cost about A$24 a pair in a market full of cheap alternatives, and it is still small, with 10 employees on its Smart50 listing.

Key facts

BrandPaire
Company / ownerPrivate, founder-led
HeadquartersSouth Melbourne, VIC, Australia
Founded2020
Founder(s)Nathan Yun and Rex Zhang
Latest revenueA$9.4M revenue (FY2025), as stated by the company
SectorFashion & Apparel
Country of originAustralia

Sources

  • Revenue figure published by the company in its own announcements
  • Company website, official announcements and press releases
  • Published interviews and statements by the founders and leadership
  • WCRC Business Intelligence Unit research: consumer ratings and reviews, complaint records, search demand and social data
Want the full picture? For the detailed methodology, a brand's full assessment report, or the other factors behind a score, contact the WCRC Business Intelligence Unit at consulting@wcrcint.com.
For Paire – badge and citation

Show the badge on your website

Paire ranked #83 in Australia & New Zealand's Most Trusted D2C Brands 2026 by WCRC

Paste the code into your website's HTML. The badge must link back to this page and may not be altered. Download the badge (SVG). For print or high-resolution files, write to consulting@wcrcint.com. Use of the badge is subject to the logo rights and terms of use.

Work with WCRC

Want to go deeper?

The WCRC Business Intelligence Unit can walk you through the research behind this ranking and what it means for your brand, your market or your story.

Contact us: consulting@wcrcint.com

Disclaimer
  1. Who was considered. Only brands whose owners publish financial results, or that have publicly stated their own revenue, were considered. Brands that do not publish revenue have not been assessed or ranked. Not being on this list says nothing about a brand's quality.
  2. Eligibility. Ranked brands were founded in Australia or New Zealand, are controlled there today, and sell mainly direct to consumers: online, by app, by phone or mail order, or through their own stores under their own label. The rules are applied as of November 2026.
  3. Independent opinion. This ranking is WCRC's independent research and opinion, based on publicly available information as of November 2026. It is not an endorsement of any brand.
  4. Not advice. Nothing on this site is investment, financial, insurance, medical, legal or purchasing advice. Do not rely on it to make decisions of that kind.
  5. Scores. WCRC D2C Trust Scores are provisional assessments by the WCRC Business Intelligence Unit at the time of research. They are opinions, not measurements, and may be revised.
  6. Revenue and facts. Revenue is shown as lodged with the ASX or NZX, with ASIC or the New Zealand Companies Office, or published in company results, or, where marked, as stated by the company itself. Figures are in Australian or New Zealand dollars unless noted, and are not converted. Some figures are for a parent company segment, as noted. WCRC has not audited any figure. Facts are checked twice against public sources, but errors are possible.
  7. Trademarks. Brand names, logos and trademarks belong to their owners. Their use here is for identification only and does not imply any affiliation with or endorsement by WCRC.
  8. Use of the badge. Ranked brands may use the WCRC badge only as provided, linked to their page, and unaltered. Any other use of the WCRC name, badge or data needs WCRC's written permission.
  9. Rights and AI. © 2026 WCRC. All rights reserved. The WCRC D2C Trust Score and its methodology are proprietary. Copying, text and data mining, and use of this content to train artificial intelligence models are not permitted without written permission; WCRC expressly reserves these rights, including under Article 4 of EU Directive 2019/790.
  10. Corrections. To report an error or ask for a review, write to consulting@wcrcint.com. Corrections are made promptly.