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Our Why Explained
If you’ve visited our AMN Home - Aoife’s Cottage in Adare - you’ll likely have noticed our welcome sign. Written in our signature pink typeface, and flanked by our thatched roof, it proudly reads: “clothes inspired by nature.” For those of us who have been part of Aoife’s journey from the very beginning, this by-line is familiar - perhaps even second nature. However, for many new friends of the brand we meet here in the Cottage, this sign sparks a thoughtful question: “what does inspired by nature mean?”
As Aoife embarks on her very first expedition inspired by her Mission and our brand ethos, we’re excited to reintroduce AMN and explore the heart of our story: “Aoife’s Why.”
In 2019, Aoife launched her eponymous brand shortly after graduating with Honours from Limerick School of Art & Design. Drawing on her experiences in New York and Paris, she set out to push boundaries in the fashion industry in the pursuit of reimagining sustainable design. This mission has shaped not only the clothes she creates but also the way she thinks about fashion’s relationship with nature. A lifelong nature lover with a fervent desire to leave the world better than she found it, Aoife consciously created a brand that merges heritage, innovation and sustainability. Over the past six years, Aoife has created modern heritage pieces deeply rooted in Irish traditions, all while upholding the brand’s Earth-focused approach. At the heart of every collection lies a commitment to crafting beauty in harmony with the natural world.
From Aoife’s very first collection, she has drawn inspiration from the world around us. Far more than colour palettes, or silhouettes (though both of profound importance), Aoife has drawn inspiration from nature’s ability to flourish without leaving a detrimental impact.
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Nature’s inherent balance, where every element plays a role in sustaining the whole, has deeply influenced her approach both to the design and manufacture of her pieces. Woven through each of Aoife’s ten collections is harmony, and the curation of beautiful, functional pieces that honour the environment and have a minimal detrimental impact.
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Deeply rooted within Aoife’s vision lies a determination to celebrate Ireland’s landscapes, heritage, traditions and craftsmanship. Aoife’s dedication to sustainability is not just about using eco-friendly materials; it also involves supporting the artisans and industries that have long been the backbone of Irish design. Through collaborating with local suppliers like John Hanly, Magee, and IrelandsEye - partners who share her commitment to the preservation of grassroots industries in Ireland - showcasing and celebrating all that is Irish is inherently woven into the fabric of AMN. From the beaches of County Clare, which inspired Season 9, to the Burren, whose rugged beauty gave life to Aoife’s signature pinstripe wool, Ireland’s land and traditions lie at the heart of every creation. Inspiration lies within the soil of our land, and in all that it provides to us.
"This expedition is a natural extension of Aoife's mission - her personal commitment to sustainability and advocacy has always been rooted in making a positive impact..."
While Aoife's commitment to sustainability and ethical practices was unwavering, she knew that in an industry often marred by greenwashing, her brand needed tangible proof of its efforts. With this in mind, AMN set its sights on B Corp certification in 2022. Achieving this prestigious certification was no easy feat, but it was essential to demonstrate the brand’s dedication to transparency, responsibility, and ethical decision-making across every element of the supply chain. To become a B Corp, companies must provide answers and evidence to 300 questions, the results of which are used by the B Corp team to assess if a company lives their values. In September 2023, Aoife Mc Namara became the first Irish fashion brand to become B Corp certified. For Aoife, this was much more than a certification. It was and is a testament to the brand’s deep commitment to transparency and ethical practices, ensuring her values are evident in every decision we make.
"However, the true, lasting impact and the legacy that we are helping to build here at AMN, is one that we want our community to be proud of..."
In line with her commitment to raising awareness, Aoife and the team will be taking time out of their busy expedition schedule to visit the clothes dumps in Tanzania - an area heavily affected by the fast fashion industry. These dumps, a direct result of Global North’s wasteful practices, are a stark reminder of the impact of the fashion industry, not just on the local environment, but on the communities who call the area home, and who are forced to deal with the aftermath.
Close to 40% of the secondhand clothes that are imported into the two East African countries of Tanzania and Kenya are of such deplorable quality that they cannot be sold anymore. They are essentially textile waste, dumped there in the guise of pre-loved clothing. These countries do not have the requisite infrastructure - quite unlike the exporting countries - to deal with the continuous influx of waste. As a result, clothes are dumped everywhere. While some garments are burnt, leading to air quality issues, a large majority of the apparel are dumped in rivers and drains, clogging waterways and access to drinking water. The decomposing clothes also release methane, a harmful greenhouse gas that contributes to climate change, and in addition to the fact that the clothes will take hundreds of years to biodegrade, they often also contain hazardous chemicals which impact the soil and again, the water. Aoife feels very strongly that witnessing first hand the detrimental effects of fast fashion will have a profound and lasting impact on not only her professional mission, but also on her personal one.
Aoife’s driving force in creating timeless, sustainable fashion, has always been nature. Celebrating beauty that exists in harmony with the natural world, through the creation of heritage pieces will hopefully be one of the most identifiable aspects of the Aoife Mc Namara brand. However, the true, lasting impact and the legacy that we are helping to build here at AMN, is one that we want our community to be proud of. Through the evolution of the brand and as we grow, the key guiding principles of the brand will always come back to “Aoife’s Why.’
On the face of it, a brand “inspired by nature” perhaps, it does say it all.
