WHO WE ARE - 2024

"Kia ora! I'm Miria Flavell, the proud founder of Hine Collection. Hine, meaning 'woman' in Māori, embodies the essence of our brand - celebrating women, girls, and the power of femininity. With Te Reo Māori as my first language, choosing a name that reflects my identity and the values of my brand was essential.

Hine Collection is a purpose built brand that was born out of frustration. As a size 16, I was just starting my health and fitness journey after a health scare, I encountered a frustrating reality: the lack of activewear options for women like me. It struck me that if I faced this challenge, countless others in New Zealand and around the world did too. I couldn’t understand why activewear clothing brands stopped at size 12, when statistics showed that the average size women is a size 14/16.

Realising that this was a global issue ignited a fire within me and made me determined to build a brand that created change.

Everywhere we look, women are faced with the same body image portrayed across advertisements, social media and brand marketing leaving countless women feeling unseen and unrepresented. This isn't just a Kiwi problem; it's a worldwide problem. Becoming a mama and having a daughter of my own I quickly realised this is not just an issue for my generation, but her generation and those that come after her. I am passionate about creating an inclusive community and product for all women.
I was motivated to start a clothing brand to make a difference, to inspire the change I wanted to see. I knew there was an opportunity to empower women through clothing, by normalising all body shapes and sizes, and also ethnicities. I genuinely believed that if I could create a size-inclusive brand that normalised this not just in clothing but through our marketing and community, women would feel empowered, represented and seen, which would bring so much more confidence to themselves and their lives.
Our mission is to redefine activewear, champion diversity, and empower women of all shapes and sizes.
HINE is more than just a clothing brand, It is a movement that was built to inspire change!