Born out of Aotearoa, New Zealand in 2018. We are a proud Indigenous, Māori owned Size inclusive Activewear brand for women. Hine Collection is a movement that was created to inspire change and make a difference.
Founder Story
Kia ora my name is Miria Flavell, I am the very proud owner of Hine Collection. Hine is the Māori term for woman, girls, and the female element. Te Reo Māori is
my first language, so it was important for me to carry a Māori name that reflected who I am and what my brand represents. Hine Collection is a purpose built brand that was born out of frustration as a size 16 at the time, when I first started my own health and fitness journey after a health scare, I struggled to find activewear clothing that I could fit. I thought to myself, if I’m having this struggle, just imagine the many other women here in New Zealand and across the world who have this same issue. 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. Something needed to change. Because this was in fact a GLOBAL issue!
6 years ago I launched our clothing brand to make a difference. HINE is more than just a clothing brand, it is a movement that was built to inspire change!
Our Story, Our Promise
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 important to us to embrace a name that reflects our heritage and the values we hold dear.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 heart of Hine, every product tells a story of courage, every customer 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.