Introducing Míe: the Nigeria-based label creating conscious fashion made by local seamstresses and artisans. Focused on occasion wear, the bold yet refined pieces are made with natural and biodegradable fabrics.

Discover the vision behind the brand, as told by founder and creative director Damie Idowu.

Describe Míe in three words

Simple, elegant and functional.

What does a day in the life of Damie look like?

I wake up at 7am, meditate for an hour, then I get ready for the day. A chunk of my day is spent in the Míe atelier where I work with our seamstresses and also see to shipping orders...and a lot of responding to varied emails in between. I end the day with a warm bathe and try not to do any form of work in bed. 'Try' being the key word here.

Where does the inspiration come from for your latest collection?

Places. Places I have been to or would like to visit. I imagine what I would wear there, and what women I admire would wear there too. So, places and inspiring women.

The best moment of the Míe journey so far?

We have had a few of those, especially recently. There was the time we finally made the move to all natural fabrics; we were featured on major fashion magazines recently; and being a part of HURR is also momentous for us.

What does sustainability mean to you and what's your one top tip for a more conscious lifestyle?

For me, it's making the best decision possible at every point in time, considering the resources available to you, that has the least negative impact on your community and environment. Never forget functionality in your pursuit of beauty.

If you had to pick one piece from the HURR x Míe Rental Collection, what would it be and why?

It goes without saying that I love them all! But if I had to pick, it would be the Mini Gozo Dress simply because "party at the back" is always a yes for me.

Discover MÍE on HURR.


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