Aoife Lifestyle’s New Collection Merges Heritage, Innovation, and Sustainability

Be the change you want to see in the world, the saying goes, and it seems that award-winning sustainable designer Aoife Rooney has taken it very much to heart. 

Her latest collection, Deep Rooted, is not only inspired by the Irish landscape but is committed to both preserving heritage craft in Ireland while leading the way with innovative, sustainably minded fabrics. “We strongly believe that a brand’s beauty extends beyond its appearance; it is found in the inspiring story behind it, particularly in our case, an Irish story,” explains founder, CEO and designer Aoife Rooney. “Our narrative is founded on kindness, and we take full responsibility for all the individuals we collaborate with and every material we utilise. Each fabric we choose is selected for its minimal impact on the environment.”

Embracing sustainability: Aoife Rooney’s vision for fashion

Materials in the collection include low impact biodegradable linen, Magee 1866 wool, biodegradable cactus leather, organic cotton and even regenerated yarn, made from waste such as discarded fishing nets and industrial plastics. “We sponsored the removal of 350 kilograms of waste and pollution from our oceans through our accessory line,” says Aoife proudly. 

Aoife is also intent on supporting and creating a culture of sustainable fashion in Ireland. Looking at her list of collaborations for this collection, which include many heritage and sustainably-minded businesses, you can see Ireland’s potential for becoming a true force in slow fashion. “We partner with companies dedicated to transparency, sustainability, and fair treatment of workers,” she says. 

For example, Aoife works with Clare company Apple Oak Fibre Works to dye her wool, who use harvested rainwater for dyeing and recycle all dye water through engineered reed-bed and plant bed systems. Their natural dye matter is also composted in the wormery and transformed into rich, organic compost.

“With this collection, you can see Ireland’s potential for becoming a true force in slow fashion.”

Preserving tradition: the art of linen beetling

The ancient craft of linen beetling, a 300-year-old process involving traditional beetling techniques, is also showcased in this collection. “This process involves pounding fabric with wooden hammers on beetling engines for up to 140 hours, creating a unique sheen on the fabric,” Aoife explains. “The traditional method includes submerging the linen cloth in potato starch before pounding it. The pressure from the pounding tightens the weave, resulting in a very flat fabric that develops a characteristic sheen as it dries.”  

The next generation

Alongside designing her collections, Aoife also mentors other sustainable brands  – “It’s been incredibly rewarding to witness their significant success in major retail stores” – and lectures on sustainable fashion and circular design practices, sharing her skills, knowledge and passion. “It’s my social responsibility to help others, particularly the younger generation, navigate this changing world,” she explains. “Sustainability is ultimately an expression of generosity on behalf of all of us.”


Photography by Alex Hutchinson