With a refreshed approach, inspired by the recent slow-down in pace of Covid-19 living, mother and daughter duo, designer & creative director Meritta Gorman-Geoghegan and creative marketer, human rights activist Bridget Geoghegan, have refocused and re-emerged from the pandemic, launching an exciting new versatile, ethical and sustainable clothing brand to the market, Mise Tusa.
Made with a strong environmental and ethical conscience, their collections are designed and created in their west of Ireland studio, on the Wild Atlantic Way, combining timeless design, elevated quality and Irish practicality. Mise Tusa embraces Irish wools and tweeds, luxury industry surplus which helps reduce waste within the fashion industry, organic, vintage and recycled materials, something they continue to build on each season.
Mise Tusa meaning ‘me you’ in Irish, represents connection, and it is the duo’s vision to nourish individuality in all women by creating space, a community and products that promote confidence and connection. With craft, creativity, community, transparency and fairness as their guiding values, Mise Tusa works with open honesty within the community about their journey to achieving sustainability.
The brand, formerly known as Ail Ruin Design Centre, with a design centre based in Clarinbridge, co. Galway was established by Meritta in 1992. With over 35 years of experience in the fashion industry, Meritta together with her daughter Bridget realised it was time for a change - that women needed more from their clothing and wanted to provide a more sustainable and ethical solution for women, in support of the slow fashion movement - encouraging a buy less, buy better mindset.
Meritta Gorman-Geoghegan, Co-founder of Misa Tusa said, “Like many, Covid has given us the opportunity to hit the pause button and really reflect and evaluate, we now recognise that what we need and want from our clothing and life is very different and our responsibility to people and planet has become clearer than ever. That’s why we have pivoted and rebranded our business, we wanted to emerge from all of this re-energised with a renewed focus and purpose.”
Meritta continued: “Our Local Enterprise Office in Galway have been incredibly supportive over the years, but especially during Covid, it was amazing to see how not only were they supporting businesses in adapting their business for this new time, they have remained forward-thinking and investing in innovation and new ideas, and it was their support and backing that gave us the confidence to pursue our new venture. We can’t imagine what it would have been like navigating these unpredictable times without their support.”
As part of the new collection, Mise Tusa has launched ‘The movement line’ which is a moveable and comfortable collection of pieces with an elevated design finish, inspired by the slower pace of life brought about by Covid 19,
Bridget Geoghegan, Co-Founder of Misa Tusa added: “The idea for the movement line came about because of the slower lifestyle we were leading during Covid-19 lockdown. As we are both qualified yoga teachers as well as running a full-time business, we noticed a gap in the market for pieces that can take you stylishly and comfortably through your day - from your morning yoga flow to your afternoon Zoom meeting, to your evening stroll. Pieces that support your lifestyle and not just for a specific occasion or function.
While creating this movement, and pivoting the brand we have received great support from our Local Enterprise Office in Galway, who encouraged us to apply for the Business Expansion Grant and supported the launch of our new website through the Online Trading Voucher as well as always being there for us for expert business advice - we couldn’t thank them enough for this support.”
For more information on Misa Tusa, and to shop the collection, please visit www.misetusa.ie
