“It has been my goal since starting Yireh to go against the grain and do the opposite of what the fashion industry would normally do,” says founder and CEO Emily Jaime.
Rooted in socially conscious values and steeped in ethical manufacturing principles, Yireh draws on both Jaime’s passion for Balinese culture and dream to create clothing made with local women in Hawai‘i in mind.
While studying abroad in Bali, the burgeoning designer dove deep into all things business, immersing herself in fashion manufacturing and becoming inspired by the souls she met along the way.
“I always knew I wanted to manufacture ethically,” Jaime says. “I knew there was a human being and a family behind every piece of clothing being made, and I wanted to make sure they were always paid and treated fairly.” From its debut, Yireh has been an instant sustainable success.
A brightly patterned jumpsuit from Yireh. PHOTO BY CASEY LIU
Combatting the retail sensation of new, new, new, Yireh takes a slower approach to fashion, releasing fewer, more versatile collections. “[Our customers] know we may not have a new release every week,” Jaime says, “but when we do, they love to support and invest in our brand. To them, it feels like so much more than clothing, but being a part of a network of women who are like-minded in their passions and pursuits.”
This holiday season, Yireh will unveil several highly anticipated new releases, including season-appropriate colorways Spice and Sage, and a small-batch Bloom Box delivery, which will feature customer favorites in an exclusive print.
“It is sometimes challenging to switch the narrative,” the O‘ahu native says. “I have really enjoyed focusing on versatility. I love showcasing how many different ways you can wear an item, how you can totally change the look of a dress by how you choose to style it and really showcasing that outfit-repeating is trendy. … I want people to remember the memories they made in their Yireh [clothing]—the places they visited, the conversations they had, the relationships they made. I want our clothing to feel like an experience and that in itself is exciting.”
Jaime’s founding principles remain at Yireh’s core, from sustainably printed fabrics that use zero water and eco-friendly nontoxic dyes to repurposing fabric remnants into of-the-moment accessories like scrunchies and decorative scarves. Plus, each November, Yireh participates in Giving Tuesday, donating a portion of sales to a select nonprofit. “This year,” Jaime says, “we will be donating to Ho‘ōla Nā Pua, a nonprofit in Hawai‘i committed to the prevention of sex trafficking and providing care for children who have been exploited.”