Barry Walsh looks at Irish ethical clothing brands driving a more sustainable vision for fashion.
Afore After
Afore After is a pioneering sustainable womenswear brand founded by Sandra Murphy in 2019, designed on the Wild Atlantic Way in Clare. Sandra is a sustainable design expert and award-winning fashion designer with more than 20 years’ experience in the business. The brand is committed to circular fashion, focusing on ethical production and low-impact materials with an innovative approach that goes beyond traditional sustainability. Every aspect of their garments, from fabrics to threads and buttons, undergoes rigorous certification processes to ensure environmental and social responsibility. The brand’s circular approach considers the entire lifecycle of each piece, including how it can be reused or repurposed at the end of its life.
Currently a direct-to-consumer brand you can find Afore After’s collection of versatile pieces, including dresses, tops, skirts, and face coverings, on their website. The brand offers a virtual try-on function, allowing customers to create personal avatars for a more mindful shopping experience.
The company states: “We’re so proud to be able to move away from all fossil fuel-derived synthetic materials at Afore After to become 100% polyester and plastic-free. We’re using 100% Tencel Lyocell fabric and sewing it with 100% Lyocell thread. Lyocell’s closed-loop manufacturing process recycles water and reuses the solvent at a recovery rate of more than 99%. In terms of textile production, this closed-loop process makes Lyocell a uniquely sustainable material that doesn’t harmfully impact the local environment or people where it’s made.”
Afore After won the MODOS Circular Innovation Award Winner in 2021.
Alice Halliday
Alice Halliday is an award-winning ethical fashion designer and stylist based in West Cork. She is renowned for her unique approach to sustainable fashion, specialising in made-to-measure bohemian bridal couture, occasion wear, and accessories. Halliday’s work is distinguished by her use of antique textiles and vintage materials, which she revives to create creative slow fashion pieces.
One of her notable creations includes the white lace cape worn by Florence Welch of Florence + the Machine, featured in Vogue, highlighting her influence in the fashion industry. Her designs reflect a commitment to ethical production and craftsmanship, making her a prominent figure in the realm of sustainable fashion.
In addition to her bespoke bridal creations, Alice Halliday offers a range of ethically-made ready-to-wear garments and accessories. Her collections are available on her official website, where customers can explore her latest designs and learn more about her sustainable practices.
Alice’s work has been featured on The Irish Times website plus being included in a feature in the Irish Daily Mail after taking part in Dublin Independent Fashion Week back in November, where she showcased her collection along with a preview of her upcoming Spring/Summer 2025 collection ‘Shakti’.
Dyeboo
Dyeboo is a clothing and homeware brand that focuses on empowering autistic artists by providing them with opportunities to showcase their talents. Founded in November 2019, Dyeboo collaborates with these artists to reproduce their artwork on a variety of products, including t-shirts, tote bags, cushions, and hoodies. The brand is committed to sustainability, using non-harmful materials and packaging that is 100% biodegradable.
The mission of Dyeboo is not only to create unique and artistic products but also to raise awareness about autism and provide a platform for autistic individuals to gain recognition and earn commissions from their work. This socially conscious approach bridges the gap between art, creativity, and autism advocacy, making Dyeboo a distinctive player in the fashion and homeware market.
Customers can explore Dyeboo’s offerings through their website, which features a range of products designed to celebrate the creativity of autistic artists while promoting ethical consumption.
FÉRÍ
A slow fashion brand founded by Faye Anna Rochford, who draws inspiration from vintage clothing, farming, and nature. Known for its vibrant, hand-painted floral prints, the brand reflects Rochford’s artistic vision and commitment to sustainability. After graduating from Ireland’s National College of Art and Design in 2009, Faye spent a decade in the fashion industry in cities like Dublin, London, and New York before launching FéRí in Wexford.
The brand prioritises eco-friendly practices by using natural and reclaimed vintage textiles, organic materials, and deadstock fabrics. Each unique pattern is hand-painted by Faye, creating “slightly mythical” flowers that evoke her childhood memories and vintage collections. FéRí combines these artistic elements with modern silhouettes designed for today’s women.
Customers can explore FéRí’s collections—including dresses, jackets, skirts, and accessories—on the official website and select retailers. The brand promotes a philosophy of “Wear. Care. Mend. Lend.” to encourage customers to cherish their garments and support sustainable fashion practices.
Fresh Cuts Clothing
Fresh Cuts Clothing is an ethical and sustainable fashion brand based in Dublin, founded in 2015 by husband and wife duo Steven and Lorna Murphy. The brand began its journey at Cow’s Lane Designer Market, aiming to provide stylish, well-made clothing without compromising on sustainability. Fresh Cuts focuses on using organic materials and ethical production practices, ensuring that all items are certified and made under fair conditions.
Their product range includes casual wear for both men and women, featuring items such as hoodies, crewnecks, jeans, and accessories. Notably, their recent knitwear collection is made from 100% organic cotton and designed using deadstock fabric, which minimises waste.
Customers can explore Fresh Cuts Clothing at their retail store located at 13 Castle Market, Dublin 2, or shop online through their website. The brand promotes a philosophy of conscious consumerism, encouraging customers to choose better-made clothing that aligns with their values. With a commitment to sustainability ingrained in their business model, Fresh Cuts aims to create a positive impact on the fashion industry while providing stylish options for everyday wear.
Grown
Grown is a Dublin-based sustainable clothing startup founded by three friends Neill McCabe, Damien Bligh and Stephen O’Reilly who are passionate about ethical fashion. The brand focuses on creating sea-themed t-shirts using environmentally-friendly materials, primarily Tencel (Lyocell) fabric, which is produced in a closed-loop system that recycles 99% of chemicals. Grown sources its shirts from the Continental Clothing Company, an ethical manufacturer in India that ensures fair wages and supports community development. This commitment to sustainability extends to their operations, where they aim to minimise environmental impact.
In addition to their eco-friendly clothing line, Grown actively participates in environmental initiatives, such as planting one tree for every t-shirt sold, with a goal of planting 300,000 trees by 2030. They also engage in beach clean-ups and environmental talks to raise awareness about sustainability. Customers can purchase Grown’s t-shirts online for around €35, and the brand has expanded to include Grown Forest, an initiative that allows customers to buy and plant trees, further contributing to native woodland restoration and biodiversity protection.
HUH Clothing
HUH Clothing is an Irish clothing brand based in County Meath, founded by Mark Donnelly in 2020. The brand aims to raise awareness around mental health through stylish and comfortable apparel, with the acronym ‘HUH’ standing for “How’s Ur Head.”
By wearing HUH clothing, customers can spark casual conversations about mental health, helping to normalise discussions surrounding this important topic. HUH Clothing donates 10% of every sale to mental health charities, contributing over €30,000 to date. The brand encourages open dialogue about mental health struggles, promoting the message that it is okay not to feel okay.
The product range includes hoodies and t-shirts designed with minimalist aesthetics to foster conversation. HUH Clothing prioritises ethical production practices and is committed to using high-quality materials.
Customers can purchase HUH products directly from their official website, where they can also learn more about the brand’s mission and initiatives. By combining fashion with a meaningful cause, HUH Clothing not only provides stylish options but also plays a vital role in advocating for mental health awareness in society.
I-SPY Clothing
I-SPY Clothing is an innovative Irish fitness and yoga apparel brand founded in 2014 by a mother and daughter team, Paulette and Louise Egan. Driven by Paulette’s 18 years’ experience as a yoga teacher, the company emerged from a passionate desire to create high-quality, comfortable activewear that empowers women to feel confident during their fitness journeys.
Based in Clonlara, County Clare, I-SPY specialises in stylish and functional clothing ranges including leggings, sports bras, hoodies, and tank tops, with a particular focus on providing versatile workout attire.
The brand distinguishes itself through meticulous design and attention to detail, offering features like non-see-through fabrics, high-waisted designs, and practical side pockets. Their leggings, available in various lengths and sizes (UK 8-20), are engineered to meld to individual body shapes and provide maximum comfort across different activities from yoga to running.
With worldwide shipping and competitive pricing, I-SPY has rapidly grown its customer base by prioritising both aesthetic appeal and functional performance. The company’s commitment to creating affordable, flattering activewear that boosts women’s confidence has positioned them as a notable player in the Irish fitness clothing market.
Katie Ann McGuigan
Katie Ann McGuigan is a rising Irish fashion designer known for her vibrant and contemporary designs that blend bold prints with a focus on sustainability. Born and raised in Ireland, she graduated from the University of Westminster with a BA in Fashion Design Womenswear in 2016. McGuigan has worked with prestigious brands, including McQ by Alexander McQueen and Marc Jacobs in New York, before establishing her own label.
Her work often draws inspiration from international subcultures and the aesthetic of the 1980s, showcasing her signature geometric patterns and textures. Since launching her first collection in 2017, she has received multiple awards, including the Fashion Scout Merit Award and the Mittlemoda Absolute Prise.
McGuigan is committed to ethical production practices, ensuring her garments are made locally in London to reduce environmental impact. She collaborates closely with skilled artisans, incorporating hand-knitting techniques and sustainable materials into her collections. Her designs have been featured in various exhibitions, including the CREATE showcase at Brown Thomas, where she presents collections that reflect her Irish roots and contemporary influences. Customers can explore Katie Ann McGuigan’s latest collections on her official website, where her unique blend of luxury and sustainability continues to resonate with fashion enthusiasts.
The Landskein
Founded by Anna Guerin in 2019, dedicated to honouring the legacy of luxury Irish textiles while weaving a modern narrative around them. The brand specialises in high-quality outerwear, particularly elegant tweed and wool coats that feature relaxed silhouettes and sharp detailing. Each piece is crafted from superfine lambswool tweed sourced from fifth-generation weavers in County Donegal, ensuring authenticity and quality. The Landskein’s commitment to sustainability is evident in its use of local materials and collaboration with artisans, supporting traditional craftsmanship and local economies.
The latest collection, titled “Quintessence,” showcases a range of styles from classic trench coats to oversized options, all designed to blend heritage with contemporary aesthetics. The collection features a rich colour palette, including deep burgundy, navy, and ivory, along with textures like herringbone and houndstooth. Customers can explore The Landskein’s offerings at their studio showroom in Dublin or shop online through their website. The brand emphasises personalised service, allowing clients to schedule private appointments for an exclusive shopping experience.
The Malena Group
Freddy Jeans Ireland, a prominent Italian clothing brand, is distributed in Ireland by the Malena Group, co-founded by sisters Malindi and Elena Demery. Established in 2015, Malena has quickly made a name for itself in the fashion industry, securing exclusive wholesale rights to several international brands, including Freddy Jeans. With a focus on importing and marketing, the company has achieved impressive sales figures, surpassing €3m within just a few years. The Demery sisters have successfully navigated the challenges of running a business together, leveraging their close relationship to balance responsibilities and maintain a shared vision.
Driven by a deep commitment to ethical and sustainable practices, Malindi and Elena have positioned Malena Group as a forward-thinking fashion distribution company. Their approach goes beyond commercial success, emphasising environmental responsibility and social consciousness in their brand selections. They carefully vet their partner brands to ensure they meet rigorous sustainability standards, focusing on manufacturers who prioritise fair labour practices, use eco-friendly materials, and minimise environmental impact.
By championing brands like Freddy Jeans that demonstrate a genuine commitment to sustainability, the Demery sisters are not just building a successful business, but also driving positive change in the fashion industry. Their entrepreneurial journey reflects a holistic approach that balances commercial success with ethical considerations, setting a new standard for responsible fashion distribution in Ireland.
Native Denim
Native Denim specialises in premium, handmade jeans, established in 2018 in Dublin at the Chocolate Factory. Founder Susan Owens identified a gap in the market for high-quality, sustainable denim made using traditional methods. Native Denim focuses on using “Long Staple Organic Cotton” and sources its denim fabric from top sustainable mills worldwide.
The brand emphasises craftsmanship by employing vintage machinery for production, ensuring that each pair of jeans is meticulously crafted. Prices for their custom jeans start at €160, with options that include exquisite selvedge and moleskin fabrics, reflecting their commitment to slow fashion and durability.
The brand’s production process is rooted in sustainability, with a strong emphasis on ethical practices. By manufacturing locally in Ireland, Native Denim supports the revival of traditional garment-making skills that had diminished since the 1990s. Their jeans are designed to be long-lasting, promoting the philosophy of “Buy Less/Buy Better.”
Customers can purchase Native Denim products directly through their website, where they also offer masterclasses to showcase the quality and craftsmanship involved in making their jeans. This approach not only enhances consumer awareness but also fosters a deeper appreciation for sustainable fashion practices.
Ohh By Gum
Ohh! By Gum is an ethical clothing and lifestyle store located in the heart of Clifden, County Galway. Founded by Sharon Griffin, the store offers a thoughtfully curated selection of fashion, gifts, and accessories for men, women and children, with a steadfast commitment to sustainability. Many of the products are crafted from organic and natural fabrics, sourced from eco-friendly materials, and produced by artisans who champion ethical practices. Recognised as one of Ireland’s top boutiques, Ohh! By Gum has been featured in The Irish Times and Hot Press for its dedication to quality and sustainability.
Visitors to the store, situated in the Station House Courtyard, can discover an inspiring range of brands, including Seasalt, Frugi kidswear, and Lefrik bags. With its warm atmosphere and knowledgeable staff, Ohh! By Gum is a favourite among locals and visitors alike. For those unable to visit in person, the store’s online shop provides a seamless way to explore and purchase sustainable products that reflect their mission of promoting ethical fashion and conscious consumerism.
A major milestone was reached in early summer 2024 when Ohh! By Gum completed and submitted its B Corp assessment. Now in the final stages of verification, this accomplishment underscores the store’s unwavering dedication to transparency, accountability, and sustainability. From its carefully selected products to its ongoing efforts toward creating positive change, Ohh! By Gum continues to inspire a more ethical and sustainable approach to shopping
Organic Movement
Since 2019, Organic Movement has reimagined yoga wear through the lens of ethics and conscious consumerism. Founded by Emylou Hurley, the brand was born from her dissatisfaction with the conventional fashion industry and its lack of conscious production. After years of searching, she has found the perfect partner in a women-owned atelier in Germany, whose values align with hers. This partnership marks a pivotal moment for Organic Movement as it embarks on its most meaningful collection yet.
The 2025 collection features a small, carefully crafted selection of naturally dyed organic cotton leggings. Made in Europe with the highest standards of ethical production, each pair is then hand-dyed by Emylou herself in southern Portugal. Using plants from her local environment, she individually dyes each piece, creating unique garments infused with intention and care.
This is a small collection—and it always will be. The process is slow, deliberately defying traditional business growth models. Emylou’s approach could be seen as going “backwards” in an era of mass production, but for her, it’s the only way forward. By producing limited quantities and dedicating time and attention to each garment, Organic Movement embodies a philosophy of mindful creation.
More than just yoga wear, Organic Movement is a celebration of craftsmanship, and the beauty of doing less, but doing it better. Each piece tells a story—one of patience, care, and a vision for a more thoughtful world.
The collection is set to be released later this year.
Pure Clothing
Pure Clothing is a sustainable fashion brand based in Ballina, County Mayo, founded in 2020 by Peter Timlin and Richard Grimes. The brand focuses on creating high-quality, eco-friendly clothing using organic cotton and recycled materials. Pure Clothing aims to provide an ethical alternative to fast fashion, ensuring that all garments are produced in a sweatshop-free environment and are Fair Wear approved, which guarantees fair wages and safe working conditions for workers. Their commitment to sustainability extends to their packaging, which is 100% biodegradable and compostable, reflecting their dedication to reducing environmental impact.
One of the standout initiatives of Pure Clothing is the “Restore with Pure” program, which allows customers to return damaged items for repair or upcycling, promoting a circular economy. The brand also participates in environmental efforts by planting native Irish trees, aiming to plant 1,000 trees as part of their sustainability mission. With a focus on stylish yet sustainable clothing, Pure Clothing has gained recognition for its innovative approach to ethical fashion and continues to inspire consumers to make more conscious purchasing decisions. Customers can explore their collections and learn more about their initiatives on their official website.
Slow Street
Slow Street is a sustainable fashion boutique located in Blackrock, Dublin, founded by Evelyn Browne in 2020. The store aims to make environmentally friendly and ethically made clothing more accessible, focusing on conscious consumerism rather than fast fashion. Slow Street offers a carefully curated selection of stylish clothing and lifestyle products from brands that prioritise sustainable practices in their production processes. Browne’s vision is to help customers transition away from fast fashion by providing high-quality, positive-impact clothing that can be cherished for years.
The boutique has gained recognition for its commitment to sustainability, being named IDI Store Design of the Year in 2021. Slow Street features a range of products, including recycled knits and organic denim, all chosen for their environmental and social values. Browne actively engages with customers through social media, sharing insights about sustainable materials and practices. The store is located at 16 Main Street in Blackrock and also offers an online shopping experience through its website, making it easier for consumers to embrace sustainable fashion choices.
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