Our Story

“You’ve been a stylist for so long, why don’t you create your own brand?” asked Virko.

“But I am! When the time is right,” Kristiine replied confidently.

Virko was surprised by Kristiine’s answer. He had no idea that his dear partner had already made the decision long ago. The timing just had not felt right yet.

When Kristiine walked into the kitchen sleepy the next morning, Virko handed her a cup of coffee and said, “Let’s do it!” It felt like the time had finally come to create her own brand.

And so our story began in 2021. Three months later, we had an online store, our first five products in five different colours, and a brand called Haruu.

Guided by Inner Wisdom

In an old Native American language, Haruu means wolf — a powerful animal that follows its own path guided by inner wisdom. Intuition is exactly what has guided our creativity and choices the most.

When creating our products, we draw inspiration from nature and from life around us. Every Haruu piece is made with love and care to bring lasting joy and a touch of magic into your everyday life.

Kristiine is deeply connected to the spiritual world. Through that, ancient wisdom and that something we would miss by acting only rationally find their way into our creations.

If you feel called, you are also welcome to join Kristiine on a guided inner journey.

Natural, Timeless, Estonian

From the very beginning, we decided to use only natural materials in Haruu products. They are kind to both the body and the planet, always look beautiful, and are made to last.

The style of our clothing is minimalistic and refined. Every design is created to suit everyone, regardless of figure, body type, or age.

Kristiine has worked as a stylist for more than 10 years, including 4 years on the TV show Õhtu!. She knows how important it is to be able to mix and match the pieces already in your wardrobe — and with Haruu, that is wonderfully easy, because everything goes with everything.

And one more thing — it is especially important to us that all our products are made in Estonia, whenever possible with small local makers. We are a small business ourselves, and we want to support other small businesses too — together, we can go further.

Most important of all

What matters most to us, of course, is people.

The Haruu team, our partners, and our wonderful customers all come together to form one big wolf pack — the Haruu community. It is a true honour for us to be the creators and connectors of this community.

Come explore the Haruu online store, visit our studio shop Haruu House (Telliskivi tn 60-2, 10412 Tallinn), or simply say “Hello!” to us on Instagram.

See you soon!

Kristiine ja Virko

How can you participate?

Share your experiences and ideas, or find answers to questions about our products by sending us a direct message on Instagram, where we can connect more personally.

And do not forget to share your Haruu Life moment and tag us on Instagram @haruulife.

The project “Haruu’s participation in New York Fashion Week in 2025” is co-funded by the European Union in the amount of €49,034.78.

The aim of the project is to increase Haruu’s international visibility and enter the US fashion market through New York Fashion Week. As a result of the project, Haruu will open up export markets.