Urban Aran blends traditional Irish Aran stitches with bold, urban-inspired design. Can you take us back to the beginning – what inspired you to reimagine heritage knitwear in such a contemporary way?

I grew up in the countryside, where there was a strong appreciation for buying well-made, insulating, sustainable clothing that could be passed down through generations. Those values remain at the core of my business model. Urban Aran’s main goal has always been to celebrate Irish heritage while crafting long-lasting, stylish knitwear.

You founded Urban Aran in Waterford, drawing inspiration from street art, graffiti and Ireland’s open-air galleries. How does your local environment influence each collection?

My background in luxury hospitality has shaped my design approach, resulting in luxury street art-inspired quality knitwear that thoughtfully blends heritage with modernity. Living and working in Waterford, I’m continually inspired by the city’s visual landscape, from graffiti to open-air galleries. I often begin by sketching and developing my own artwork, which is then translated into bespoke knit patterns and textures. Each piece becomes a canvas in itself. Every collection is more than knitwear; it’s a tribute to individuality and a reaffirmation of our commitment to sustainable practices that honour the environment.

What sets Urban Aran apart from other knitwear brands, and what principles guide every piece you create, from stitch selection to final finish?

Urban Aran is a contemporary Irish knitwear brand, proudly made in Ireland, that reimagines traditional Aran craftsmanship. Each garment is crafted using luxurious, responsibly sourced merino wool, chosen not only for its softness and durability, but for its natural performance – antibacterial, breathable and temperature-regulating. Our yarns are certified under Responsible Wool and Animal Welfare Standards, ensuring integrity at every stage. From stitch selection to final finish, every detail is considered. The guiding principles remain consistent: quality without compromise, thoughtful design, and a commitment to creating knitwear that is both enduring and consciously made.

At Urban Aran, our knitwear seamlessly blends tradition and sustainability. We prioritise ethical sourcing, full traceability, and active participation in initiatives like SustainaWool. Our mission is clear: to make a significant contribution to climate change mitigation, preserve Irish heritage, and promote eco-friendly fashion.

Sustainability is central to your brand. In what ways do you integrate ‘slow fashion’?  Why was it so important for you to build Urban Aran with sustainability at its core?

Sustainability is the essence of our brand. Our commitment starts with responsibly sourced high-quality materials, emphasising ethical treatment of animals and eco-conscious practices. Our brand prioritises innovation in design, superior fabric quality, and a commitment to unique, sustainable materials. Urban Aran stays true to its Irish roots by using only the finest ethically sourced natural fibres. Each piece is crafted entirely in Ireland from fully traceable, mulesing-free superfine Merino wool. Using fully fashioned knitting techniques, each garment is knit to shape with minimal waste, eliminating the need for cutting and sewing.

Beyond the garments themselves, we consider every detail – from FSC-certified packaging to sustainable buttons made from recycled, bio-based materials. For us, building Urban Aran with sustainability at its core was not optional; it was essential. It ensures we honour both our heritage and the environment, while creating knitwear designed to be worn, valued, and passed on.

Craftsmanship is a huge part of your story. How do you balance preserving traditional Aran techniques with creating pieces that feel fresh, modern and globally relevant?

We approach design with a strong balance of research, intuition, and refinement. All our designs are fully fashioned, meaning they are crafted to use materials with maximum efficiency and minimal waste. Our process is guided by cultural and environmental research, allowing us to understand shifts in consumer values rather than focusing purely on aesthetics. This is supported by trend forecasting tools such as WGSN, as well as ongoing analysis of broader industry reports.

We also draw heavily on moodboarding, drawing inspiration from art, travel, and nature to shape the visual language of each collection. Equally important is regular feedback from both retailers and direct customers, which helps us stay closely connected to how the pieces are worn and experienced in real life.

Rather than chasing fast-moving trends, we focus on identifying enduring themes that align with our brand DNA.

As your brand grows, communication and collaboration become even more important. How do you and your team stay connected day-to-day, particularly when managing production, design and customer experience?

There’s a strong emphasis on collaboration and shared understanding. Everyone involved has a clear view of the process, from initial concept through to final delivery. Because our production is based in Ireland, we’re able to stay close to the making process, which allows for a more hands-on, responsive approach.

At the same time, we balance structure with flexibility. Open communication, attention to detail, and a shared commitment to the brand’s values help ensure that every piece and every customer interaction reflect the same level of care and quality.

As a Vodafone Business customer, what tools or supports have been most valuable in helping you operate efficiently and stay connected?

As a Vodafone Business customer, the most valuable support has been reliable mobile and broadband connectivity, ensuring seamless communication across design, production, wholesale, and D2C operations as we scale. Cloud tools help us maintain visibility across stock and workflows, while cybersecurity provides confidence that our data and customer information are protected.

Together, this creates a stable digital foundation that allows us to focus on creativity, craft, and sustainable growth.

Running a contemporary fashion brand means managing suppliers, stock, e-commerce and customer engagement simultaneously. What role does digital infrastructure play in ensuring smooth operations and maintaining quality as you scale?

Digital infrastructure is essential in keeping Urban Aran aligned as we scale across fashion, homewares, and international markets. It connects suppliers, production, stock, and e-commerce in real time, allowing us to maintain control and consistency without compromising on quality.

It also supports our design-led approach by giving visibility across the full lifecycle, from fully fashioned production and efficient material use to customer engagement and retail feedback. This helps us stay responsive while remaining grounded in our research-led, considered design process. Ultimately, it allows us to scale internationally while staying close to craft, ensuring efficiency, traceability, and a seamless experience across every touchpoint.