Riina had a vision — bold, beautiful knitwear in colors that actually made you happy. Not the muted, safe palette the industry kept defaulting to. Not another grey, another navy, another "versatile neutral." Something that felt alive. That vision became Hey Rosie.

Not in a boardroom. Not with a business plan. But in a friendship — and a shared belief that clothing could be done so much better.

We are Riina and Meeri — lifelong friends, industry professionals, and the two people behind every Hey Rosie piece.

Our combined experience spans design studios, product development teams, and marketing — and years of close collaboration with mills and manufacturers across Nordic and Central European markets. We know how exceptional clothing is made — from the first sketch to the finished garment — and we built Hey Rosie around that knowledge, on our own terms.

Riina is the creative heart — the one who started it all. Her obsession with bold, joyful color runs through everything Hey Rosie is and makes. Every campaign, every colorway, every mood we create comes from her vision — and so does everything you see from Hey Rosie in the world: the social media, the marketing, the sales, the whole front-facing life of the brand. Meeri is the technical and analytical backbone — sourcing materials, managing factory relationships, and making sure every idea can be transformed into a durable, beautifully engineered garment. She genuinely loves a good Excel session, an afternoon in front of the knitting machine, and challenging the notion that great fit is only for some bodies. Together, we balance vision with precision, and that balance shapes every single piece we make.

We started with a frustration — and turned it into a mission.

We were tired of clothes that looked beautiful but felt like a compromise. That fit awkwardly, wore out quickly, or asked you to choose between looking great and feeling comfortable. Hey Rosie was built around a simple idea: the pieces you reach for without thinking — the ones that just work — should also be the most beautiful things in your wardrobe. Bold colors, honest quality, and an uncomplicated fit that makes getting dressed a joy.

We make things that last — and that's a deliberate choice.

In a world built on fast fashion and forgotten garments, we want to be the pieces you reach for again and again. The ones you pack first. The ones you lend to a friend and want back. Quality you can bet on, season after season.

We started in knitwear — and we're growing beyond it.

Knitwear is where Hey Rosie was born, and it remains the heart of what we do. But we are expanding. Our next chapter is cut & sew clothing, approached with the same obsession for color, quality, and fit. We are deeply passionate about making cut & sew as waste-free as possible — working with fabrics, patterns, and production methods that leave as little behind as possible. We design for real people, in all their variety — clothing that fits most bodies beautifully, not just the ones the industry typically designs for.

Our clothing is made in Europe — by people who love what they do.

The majority of our garments are crafted in central Italy, in family-owned ateliers that blend centuries of craft tradition with contemporary design. We also work with trusted manufacturing partners in Spain, Poland, and Türkiye — a country with a long and respected textile tradition — and produce select pieces in our own studio in Germany. These aren't just suppliers — they are partners, artisans who care about every detail as much as we do. Every partner follows our Supplier Code of Conduct — fair labour, animal welfare, environmental responsibility. No exceptions.

We use 3D design technology — because making less waste starts before the first sample.

Our design process uses 3D tools to refine fit, color, and proportions digitally before we ever touch a material. This significantly reduces unnecessary physical samples, saving resources and giving us the creative freedom to test ideas properly. We produce in small, considered batches — only what people truly love — to avoid overproduction and waste.

We sell directly to you — and through carefully chosen partners who share our love for the product.

We started as a direct-to-consumer brand, and we learned something important along the way: our clothing needs to be touched. Felt. Tried on. The softness, the drape, the colors — they're simply better experienced in person. So we evolved. Today Hey Rosie is proudly multichannel — available directly through our store and through a selection of trusted retail partners who share our values and our passion for the product. Every channel is chosen with care, because where Hey Rosie lives matters as much as what Hey Rosie makes.

We have our own studio — and it changed everything.

Having a creative space to test, prototype and experiment keeps us agile, close to the making, and genuinely excited about what comes next. It's where ideas get weird before they get good. And it means our manufacturing partners and resellers get a brand that's truly alive, not just a catalogue.

And yes — we both love Finnish lappapuuro.

A small, comforting detail that says everything about who we are behind the brand: grounded, joyful, and always connected to home.

Hey Rosie is, in many ways, a dream made wearable.

Every product carries a piece of that original feeling — the one that said this is what I want to make, and this is how I want to make it. We hope you feel that when you wear it.

And selfishly — we get to wear it ourselves. That alone keeps the bar high.

Welcome. We're so glad you're here. ♥

— Riina & Meeri