Our Story!

‘HINE’ is the term for woman, girls, and the female element in Te Reo Māori, the indigenous language of Aotearoa, New Zealand. Being a Māori owned brand it was important for us to carry a Māori name that reflected who we are and what our brand represents.

Hine Collection is a purpose built brand that was  born out of frustration, when our founder Miria first started her own health and fitness journey after she had a health scare, she wanted to prioritise her health and wellbeing. Which meant for the first time in her life she joined a gym. However she was faced with a challenge before she could even start, she struggled to find activewear clothing that she could fit, as a size XL, size 16 at the time. Miria knew that if she was having this this struggle, just imagine the many other women here in New Zealand and across the world who have this same issue. Most clothing brands at the time stopped at a size 12/Size M, which was troubling when statistics showed that the average size women is a size 14/16.

Miria knew something needed to change. Because this was in fact a GLOBAL issue that many women across the world would be facing. If we don’t make a change now, it will affect the generations to come.

We cannot wait for others to create change. HINE was the vehicle to make change!

 In 2018 Miria started Hine to make a difference, to inspire change. She knew there was an opportunity to empower women through clothing, by normalising all body shapes and sizes, and also ethnicities. She believed that if we could create a size-inclusive brand that normalised this not just in clothing but across our marketing, women would feel represented and seen, which would bring so much more confidence to themselves.