Ann-Marie Woods of House of Hofu: ‘No one builds anything worthwhile alone’
Founder of Irish brand House of Hofu, Ann-Marie Woods wants her brand to reflect her values: sustainability, design integrity, and global inspiration. She reflects on the journey so far, hints at what the future holds, and shares her favourite Irish brands.
I’m Ann-Marie Woods, the founder behind House of Hofu, a sustainable brand born on the Irish coast, and inspired by the spirit of the global traveller. With over two decades of experience in fashion—from costume and buying to styling and education—I set out to build a brand that reflects my values: sustainability, design integrity, and global inspiration. House of Hofu is where Irish roots meet Japanese simplicity. It’s about mindful design, sustainable materials, and celebrating the quiet beauty of well-made things. Every piece tells a story—of place, purpose, and joy.
Our mission is to create sustainable pieces that are simple, considered, and made to last. We take inspiration from around the world and design with care—so everything feels easy to wear, timeless, and thoughtful.
Over the years, I’ve developed a deep understanding of how clothes make people feel. That connection has always been at the heart of what I do.
I think the desire to become a designer always existed within me. From a young age, I loved to dress up—mixing pieces, trying things on in new ways, and creating little outfits just for the fun of it. I’d spend hours sketching looks and imagining how they’d come to life. Studying at the Grafton Academy gave me a solid grounding, but most of all, it confirmed that design was where I felt most at home.
Over the years—through work in costume, buying, styling, and teaching—I developed a deep understanding of how clothes make people feel. That connection has always been at the heart of what I do.
The stock
We have a resort wear collection crafted from Seaqual® yarn, which is created using marine waste. It’s a lightweight and quick-drying fabric and easy to wear. The range features kaftans, jumpsuits, and scarves, with bespoke prints designed specifically for each collection—so they really feel unique to the story we’re telling. I also handcraft our botanical perfumes in my studio in Wicklow. They’re made with a blend of hydrating botanical oils, completely free from alcohol. These oils blend with your skin’s natural oils, creating a fragrance that’s subtly unique to each person. The result is a scent that lasts beautifully and feels personal.
Our latest addition is a 100% plant-based crossbody bag. It’s made from an alternative to leather and has an angular design that fits comfortably and hugs your body. Inside, there are two pouches, made from recycled umbrellas—one for makeup and the other for wet swimwear or anything else you might need to keep separate.
The inspiration
In terms of fashion and design inspiration, I like following a mix of fashion and lifestyle accounts online that offer both inspiration and a sense of individuality. SheerLuxe is always full of great styling ideas, and I really admire Athena Calderone—her personal style and aesthetic is beautiful. I also keep an eye on @image.ie for Irish fashion and culture, and Samui Cork for beautifully curated international collections. Stable of Ireland does a fantastic job highlighting Irish craft, and SCOUT Dublin is a go for well-considered pieces. I also adore Slow Street in Dublin!
One of the best fashion purchases that I’ve made is an Alexander McQueen scarf I picked up at a sample sale. I just fell in love with the print and the feel of it. It’s one of those things I’ve worn over and over again. I usually pair it with something simple like black, and it always adds that little bit of magic to the outfit.
There are so many Irish brands that I adore. One Dame Lane creates beautiful jewellery that’s easy to wear every day, but still feels special. Urban Aran gives traditional knitwear such a modern, bold twist—love what they do with colour and shape. Colin Burke’s crochet work is just beautiful—so fresh and full of texture. And if I get my red carpet moment! I’d love to wear Standing Ground. His pieces are so creative with such elegant draping.
The logistics
Securing funding was definitely a concern starting out. I’ve used my own savings to get things going, and along the way, I was lucky to secure some additional financing. It’s always a balance between creativity and cost, but you make it work. The key is to keep moving forward, staying focused, and trusting that things will fall into place as you go.
Being adaptable and patient has been just as important as having a vision. So has asking for help when I needed it. No one builds anything worthwhile alone.
The best business advice I’ve ever gotten is simple: Enjoy the journey. It’s easy to get caught up in the pressure of what’s next, but there’s so much value in the small steps and little wins along the way. Don’t be afraid to ask for help—people are often more generous than you expect. And always dream big, because you truly never know what doors might open. Some of the most exciting things have come from moments I never could have planned and the story is just beginning!
The most useful learning since setting up a business is that you don’t have to have everything figured out. I used to think I needed all the answers before I started, but really, you learn by doing. Being adaptable and patient has been just as important as having a vision. Also, to ask for help when I need it. No one builds anything worthwhile alone.
The pinch-me moment
There have been many proud moments since I first began House of Hofu, but seeing one of our designs printed 10ft high at the entrance to the Gifted Fair at the RDS was a real pinch-me moment. I’ll never forget walking up to it—it felt like such a celebration of the work. Seeing our perfumes featured in a publication for the first time was another big one, especially because they’re so personal to me. But honestly, some of the proudest moments have been the quiet ones—like getting a message from a customer saying how much they love their fragrance, and how it makes them feel.
In the long run, I hope people remember House of Hofu as a brand that cared. About the planet, about the people wearing it, and about the details. Something that felt thoughtful, uplifting, and a little different.
Finally, if I could have anyone wear my designs it would be Amy Huberman, Laura Whitmore, Angela Scanlon, Vogue Williams, or Ruth Negga. They each have such great style and appreciation for Irish design. For the guys, I’d love to see Barry Keoghan or Paul Mescal rocking the crossbody bag, and I can picture Colin Farell wearing our Inclusively Mori fragrance—maybe he’d even be our next fragrance ambassador!
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