Miria Flavell

Miria Flavell has experienced firsthand the limitations of activewear options available for women. This frustration, coupled with a health scare, propelled her to launch HINE Collection, whose name uses the Māori term for woman and the female element.

HINE Collection aims to create an inclusive space in the activewear industry that celebrates all body shapes, sizes, and ethnicities. It’s one of the only clothing brands in the world to offer sizes ranging from XXS to 8XL, effectively normalising diverse body types in fashion and marketing.

Under Miria’s leadership, HINE Collection has committed to becoming a leading global indigenous activewear brand. The company’s core values centre around sustainability and community involvement, aiming for B Corp certification to underscore its dedication to social and environmental responsibility. Miria’s approach has cultivated a brand that is not only a clothing line but a movement inspiring change and confidence among women worldwide.

The growth of HINE Collection has been predominately organic, driven by a trusted product that resonates deeply with its community. Despite challenges like the COVID-19 pandemic and economic uncertainties, HINE Collection has maintained a robust growth trajectory, with significant engagement from international markets such as Australia and the United States. This growth has been bolstered by a recent partnership with retail giant Rebel Sport, a milestone that has set a precedent for size inclusivity and local brand representation in major retail outlets. Miria’s work with HINE Collection is a testament to her belief that what benefits New Zealand can globally resonate, positioning HINE to become one of the top size-inclusive women’s clothing brands in the world.