Haruu – it is an inspiration and lifestyle brand where primeval nature, sustainable living, and co-creation as a family business come together. 

The name Haruu comes from the wolf. Haruu is the leader of the pack, who revives in our minds the knowledge of how important it is to listen to our inner voice. For ancient Native Americans, the wolf was already a sacred animal, representing spirituality and good instinct. Thus, we also strive with our products to create meaningful items for every day that, when worn, would bring satisfaction to their wearers, be inspired by nature and timeless style, and bring joy to the wearer for more than just a moment. 

Our story began with the birth of our first child. There grew a desire to create something completely different — year-round wearable and trendy, yet quality clothing inspired by slow fashion — and so the family business Haruu was born. Over time, we have expanded our product range with clothes for adults, and the product selection is gradually being supplemented with carefully chosen products born from special collaborations, created in synergy with other small producers. 

Kriistiine makes a significant contribution to the development of our product range, designing and refining the cuts of Haruu products and gathering ideas for new products. In creating our products, we consider the materials and their production quality to be important. Haruu garments are made in small sewing workshops in Estonia to support our own. Virko is responsible for managing the production processes and the e-shop. And of course, our children are our inspiration and our greatest driving force, to whom we wish to pass on a lifestyle that respects nature and sustainable consumption. 

For a wolf, the most important thing is its pack — its family. We believe that a conscious and sustainable lifestyle is also important to many other people around us, and we want to carry forward this lifestyle and values, and grow and experience together... We are waiting for you to join our Haruu pack!