EST 2018

Where every woman finds her voice, her strength, her tribe. Together, we rise.


Welcome to the movement

Kia ora! And a warm welcome to the Hine Movement!

In the heart of Aotearoa, New Zealand, where the land whispers tales of resilience and strength, we proudly present Hine Collection—a beacon of empowerment, a celebration of diversity, and a catalyst for change.

‘HINE’—a word resonating with the power and essence of womanhood in Te Reo Māori, our indigenous language—embodies the very soul of our brand. It was imperative for us to embrace a name that reflects our heritage and the values we hold dear.

Our journey began amidst the echoes of frustration and the whispers of determination. Miria, our visionary founder, embarked on a transformative odyssey after a health scare awakened her to the paramount importance of prioritising her hauora/well-being. Stepping into the realm of health and fitness, she encountered an unexpected barrier—a scarcity of activewear that embraced all shapes and sizes.

"HINE is more than just a clothing brand. It is a movement that was built to inspire change!"

- Miria Flavell, CEO & Founder

As a size XL, size 16 woman navigating through a sea of limited options, Miria recognised a glaring truth: she wasn't alone in this struggle. The average woman, defying the constraints of narrow industry standards, deserved to be celebrated, embraced, and represented. Thus, Hine was born—a testament to the unyielding spirit of inclusivity and empowerment.

In 2018, fuelled by a fervent desire to inspire change and ignite a revolution, Miria unfurled the banner of Hine, not merely as a clothing brand, but as a call for transformation. With every stitch, every seam, and every fabric choice, we champion diversity, emboldening women of all shapes, sizes, and ethnicities to reclaim their power and stand tall in their uniqueness.

Hine transcends the boundaries of fashion—it is a movement, a rallying cry for authenticity, representation, and empowerment. By normalising all body types and ethnicities, we seek to redefine beauty standards, instilling confidence and self-assurance in every woman who adorns our apparel.

Join us in this exhilarating journey of self-discovery and empowerment. Together, let us rewrite the narrative of inclusivity, resilience, and strength. For in the tapestry of Hine, every thread tells a story of courage, every stitch a testament to the power of unity.

Welcome to the Hine Movement—where every woman finds her voice, her strength, her tribe. Together, we rise.


Follow more of our journey on our socials #hinecollection