HIRAETH is a women's ready-to-wear and accessories label founded by Rooney Mara with partners Sara Schloat and Chrys Wong. The brand was created to serve a new generation of conscious women who value quality and design but do not want to compromise on their ethical beliefs.
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Hiraeth is a longing for a home that you can't return to.
Rooney Mara

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Q&A With Hiraeth

What does Hiraeth mean?

Rooney: It's a Welsh word. Hiraeth is a longing for a home that you can't return to.

How did Hiraeth begin?

Rooney: I've been vegan for seven years and, as someone who really loves clothes and fashion, I didn't want to continue buying leather and animal products. But I still wanted to buy nice things that were well made and that would last.

What sets Hiraeth apart?

Sara: We've chosen not to have any leather, fur, silk, or wool in the collection.

Chrys: The most important thing for a fashion brand is point of view. The materials still comes from quality but it's not a piece of animal skin. We really wanted to make that fashionable.

Why manufacture locally?

Rooney: I wanted to make sure that with every piece of clothing, you felt connected to the people who made them.

Chrys: Someone made it with love, dignity, and a lot of skill.

How would you describe your style?

Rooney: I've always had this duality with my style. I really like things that are more minimal and edgy, but I'm also a romantic at heart, and I like those more gothic things.

Aesthetic drives our creative process. Everything from our lookbook to our website has to be cohesive.
Sara Schloat

Who is Hiraeth for?

Rooney: We’re not making clothes just for vegans. We want the clothes to stand on their own.

Tell us about hiraethcollective.com.

Rooney: We recently launched our website with Squarespace, and we’re really excited about it. We wanted it to feel kind of like a scrapbook.

Sara: Aesthetic drives our creative process. Everything from our lookbook to our website has to be cohesive.

Chrys: It feels alive. It’s engaging because it’s not just a flat, motionless site.

What are your future hopes for Hiraeth?

Rooney: Our hope is that we can gain a following of people who also appreciate the connectedness we’re trying to put forth.

The most important thing for a fashion brand is point of view.
Chrys Wong
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