Meet Elizabeth Davey and Lacey Norton, the founders of HIRRS. HIRRS is a modern womenswear label dedicated to creating performance-based intimates designed with beauty, minimalism and function at the forefront. Having years of experience in the retail and clothing industries, they were inspired to create a brand that makes women comfortable in their own skin.
We caught up with Elizabeth and Lacey to delve into their labels journey — discussing its origins, evolution, and future direction. Read the full interview below
(LEFT) WEARING MODERN V-BRA AND EVERYDAY HIGH RISE. (RIGHT) WEARING MODERN SCOOP BRA AND EVERY HIGH RISE.
What is HIRRS and what are your roles in the brand?
HIRRS is inspired by our desire to create beautiful, functional bodywear – pieces that connect women to how they feel in their bodies and support them as they move throughout the day. While the two of us collaborate extensively across the business, Elizabeth’s primary focus is on design and product, and Lacey leads much of the brand and marketing.
What inspired you both to start a women's intimates brand?
When we first began to conceive of the concept of HIRRS, we knew we wanted to create a concept that had meaning, purpose and leveraged the power of the feminine to create new ways of operating. Through much research and many conversations, we recognized a tremendous opportunity in re-imagining the world of women’s intimates, not only from a product perspective but also from a cultural point of view. Drawing from our backgrounds in technical apparel and a keen appreciation for problem-solving, we recognized an opportunity for innovation in the women's intimates market. We identified a distinct gap between function, comfort, and beauty—a natural white space that was not being addressed at the time.
(LEFT) WEARING EVERYDAY BRALETTE AND EVERYDAY HIGH RISE. (MIDDLE) WEARING MODERN V BRA AND EVERYDAY BIKINI. (RIGHT) WEARING MODERN SCOOP BRA.
(LEFT) ELIZABETH WEARS ACNE STUDIO DOUBLE-BREASTED SUIT JACKET, MM6 RAW DENIM TROUSERS AND HALMANERA ELMA 23 MULES. (RIGHT) LACEY WEARS LAUREN MANOOGIAN SUPER FINE CREWNECK, AND STUDIO NICHOLSON BARINGO DENIM SKIRT.
What do you wish you could tell people about HIRRS that they might not get a chance to know?
What makes HIRRS unique? Every aspect of our business is “Designed for a woman’s movement”. It’s something we think about and talk about every day. From a product standpoint, we are constantly refining our pieces to seamlessly transition with you throughout the day, from morning to night. People who purchase our products often fall in love with them because they've been designed with movement in mind, making them incredibly comfortable—they truly feel like a second skin. This is made possible by our signature fabric and advanced construction techniques, which enable our pieces to perform exceptionally with minimal structural support. In the broader sense, HIRRS also exists as a platform for collaboration and amplification of women’s voices. We believe in a community of women who are pushing boundaries, shifting perspectives; a community that envisions a future marked by change and equality.
Where do you find creative inspiration?
We’re inspired by women, the work we get to do everyday, movement….
HIRRS is made with 'beauty, minimalism and function' first. What does that mean in relation to women's intimates?
We found that a lot of women's bras were so structured that they were actually uncomfortable, so for us there was a desire to bridge the gap between the lingerie market and more performance based products. We created a product that is functional, supportive, with no wires or clasps so it is not itchy or uncomfortable and still incredibly beautiful, championing the female body.
WEARING MODERN V BRA AND EVERYDAY HIGH RISE.
How do both of your prior (or current) career experiences inform the brand?
We have both worked in the world of retail and clothing design for most of our careers. We are both inspired by creating beautiful products and experiences that bring people together and make them feel great.
WEARING EVERYDAY BRALETTE AND EVERYDAY BIKINI.
What is one achievement or milestone on the journey of the brand you are proud of?
There isn’t any one major milestone…it's the small day to day achievements that we have to celebrate. It always feels great when we receive positive feedback, seeing women coming back time and time again. It's a great reminder that we are on the right track and keeps us energized to continue innovating and delivering beautiful products and experiences.
What films, tv shows, podcasts or music have you be interested in lately?
We’re both doing a lot of reading at the moment. A few titles we have on the go:
Outlive - Peter Attia
Daughter - Claudia Dey
The Story of Art Without Men - Katy Hessel
What are your top picks from gravitypope for the coming season?
Elizabeth - I love all things Lauren Manoogian and this Acne Studio blazer that I was wearing in the shoot was incredible!
Lacey - I love these Rachel Comey Jeans, these Beams Boy Army Over Pants, as well as the beautiful Beams Plus sweater from the shoot.
Any shoutouts?
Always a big thank you to those who buy our product, we are endlessly appreciative of the support. Also shout out to the team at GP, for giving us this platform and taking such great care of us, and Nat & team for picking out the most amazing wardrobes for each of us. xx
