From a Mother's Love to a Brand: The Birth of IA

It all started with a conversation between my daughter & I.
She was 11 years old at the time, expressed uncertainty about her place on the LGBTIQ+ spectrum and how wished to connect with others like herself but didn't know how to. As her mother, I wanted to support and empower her, but I also knew the struggles she faced in finding a way to express her identity without feeling like she was drawing too much attention to herself.

In the same conversation I jokingly suggested she needed "a badge or bat signal" to hesitantly signal her identity She laughed and said she knew she could wear something rainbow, but rainbow-colored clothing just wasn't her style. That's when the idea for IA was born.

I wanted to create gender-neutral toned apparel that could serve as a subtle nod to the LGBTIQ+ community, while also being versatile and stylish. I wanted to create a brand that celebrated diversity, inclusivity, and individuality, while also offering a way for people to connect with others like themselves.

From there, IA was born. As a Maori woman, I wanted to create a brand that celebrated my heritage and represented my culture in a way that was both beautiful and meaningful. And so, IA became more than just a brand – it became a way for me to express my love for my daughter and my desire to create a more inclusive world.

Today, IA offers a range of gender-neutral toned apparel that is not only stylish but also celebrates diversity and individuality. From our classic t-shirts and hoodies to our prints, we have something for everyone who wants to express themselves without being defined by gender or societal norms.

I am proud to be the founder of IA and to be a part of a movement that celebrates inclusivity and diversity. My daughter's journey has inspired me to create a brand that not only supports her but also supports others like her. And I hope that IA can continue to make a positive impact on the world, one piece of clothing at a time.