Lorna Murphy: ‘It’s never been just about clothing, it’s about how those pieces made people feel’
The brainchild of husband-and-wife team Lorna and Steven, Fresh Cuts fuse conscious fashion, creativity, sustainability and impeccable craftsmanship, an amalgamation of principles that has created a really special brand.
My name is Lorna Murphy. Along with my husband Steven, I am the owner and creative director of Fresh Cuts Clothing. Having studied Fashion Design in Milan after school I then worked for a number of years within the fashion and jewellery industry in London, Berlin and Dublin.
Fresh Cuts is an independent Irish clothing brand built on creativity, craftsmanship, and conscious design. We started with a simple idea: to make clothing that feels good to wear, not just in terms of quality, but in terms of meaning, individuality, and impact.
From the beginning, our focus has been on doing things differently. We create small-batch collections, design every piece with intention, and avoid mass production entirely. Each item is made in limited quantities, giving our community something unique, collectible, and personal. People come to Fresh Cuts because they want clothing that stands out for the right reasons. Thoughtful design, original prints, and a distinctive aesthetic that doesn’t follow trends but sets its own direction.
Sustainability has shaped who we are since day one. We use high-quality, lower-impact fabrics like organic cotton and Ecovero, work with ethical producers, and keep our collections tight and purposeful.
The mission
Our mission at Fresh Cuts is to design clothing that brings character, confidence, and creativity into everyday wardrobes. We believe clothing should do more than simply dress you, it should lift you up, inspire you, and reflect who you are. Everything we create starts from that philosophy.
Colour and print are central to our design language. We use them intentionally as a way to spark emotion, add personality, and bring a sense of joy to the pieces our customers wear. Our collaborations with artists are an extension of this ethos. By bringing independent creativity directly onto fabric, we give people the chance to wear art, to express themselves through something meaningful, and to support the talent behind it.
Ultimately, we design clothes that we want to wear ourselves, pieces that reflect the values of creativity, individuality, and thoughtful craftsmanship. And we’re proud to share that with our community.
At Fresh Cuts, we design and stock a curated range of clothing and accessories that blend everyday wearability with creative, character-led design. Our collections are built around pieces that people genuinely live in, elevated wardrobe staples with thoughtful details, original prints, and limited-edition drops.
We’re best known for our bold, colourful knits. standout pieces that have become a signature part of our identity. These knits are designed to bring personality, warmth, and vibrancy into everyday dressing, and they’re produced in limited runs to keep them unique and collectible.
The logistics
Growing up, I think I always knew this was where I was headed. I’ve been drawing, sketching and creating for as long as I can remember. Design was never something I discovered later in life, it was always there in the background.
After school, I tried to follow the traditional route and did a semester in UCD, but it became clear very quickly that it just wasn’t for me. I didn’t feel connected to it, and I knew deep down that I needed to follow the creative path I’d always been drawn to. So I made a decision that completely changed my life: I packed my bags and moved to Milan to study fashion design.
I spent three years there fully immersed in the craft, learning the foundations, understanding the industry, and discovering my own design language. Milan taught me discipline, attention to detail, and the importance of staying true to your vision.
We are self funded. When I say that I mean we started the brand with €5,000, so money has always been a concern. We have no investors or have taken on no funding but have reinvested in the brand over the last ten years.
Over the last decade, that discipline and patience have shaped who we are today. It’s made us resourceful, creative, and incredibly connected to every part of the business. Growing Fresh Cuts without external funding hasn’t been the easiest route, but it’s allowed us to stay independent, stay true to our values, and build something that feels authentic and earned.
The best business advice we’ve ever received is: “Revenue is vanity, profit is sanity, but cash is king.” It’s simple, but it’s stayed with us every step of the way.
In fashion, stock is incredibly capital-intensive, you’re constantly investing upfront before you ever see a return. Because of that, cash flow isn’t just important; it’s the lifeline of the business. Understanding how to manage cash properly has allowed us to stay stable, weather challenges, and grow at a pace that makes sense for us.
Over the years, we’ve also seen a lot of businesses chase big revenue numbers or expand their teams too quickly. But as a small independent brand, run by just the two of us, we don’t have the luxury of prioritising vanity metrics. We have to be profitable, sustainable, and responsible — not just for the brand, but for our own family.
That advice reminded us that long-term success isn’t about looking big, it’s about building something solid, healthy, and able to stand on its own.
The most useful learning since starting a business hasn’t been about business at all , it’s been about who you need to become to run one. People often talk about strategy, tactics, and growth plans, but the truth is there’s no blueprint, no shortcut, and no perfect playbook. What really matters is your resilience.
Running a business forces you to face yourself, your habits, your mindset, your fears, your strengths. You realise very quickly that success isn’t about having all the answers; it’s about your tolerance for uncertainty, your ability to keep going when things don’t go to plan, and your capacity to bounce back from the highs and lows.
There are days when everything clicks and days when nothing goes right. And in those moments, resilience is the only constant. It’s what keeps you steady, keeps you learning, and keeps you moving forward.
In the end, the biggest lesson has been this: business will test you, but it will also teach you who you really are and who you’re capable of becoming.
The brands and names to know
Kith — for their ability to blend fashion, culture and lifestyle in such a seamless way. Their storytelling, collaborations, and retail experiences are always inspiring.
Grece Ghanem — her style is bold, fearless and completely her own. She proves that great fashion has no age and that confidence is the best accessory. Her use of colour and pattern resonates with our own design philosophy.
Missoni — an all-time favourite. Their mastery of colour, texture and pattern is unmatched, and their knitwear is a constant reminder of how powerful design can be when it’s distinctive and true to its roots.
I also love Inis Meáin, Emma Manley, Edge Only, Rare Jewelry, Electronic Sheep, and Orla Langan.
My best fashion purchases are the ones that have truly stood the test of time. The first is a classic black Hugo Boss overcoat that I bought 15 years ago. It’s one of those pieces that has followed me through so many stages of life and still feels just as relevant and well-made today as the day I bought it. It’s a reminder of the value of investing in quality and timeless design, something we try to bring into every Fresh Cuts piece.
The second is a blazer I found in a vintage shop in Berlin. It’s completely unique, full of character, and carries that sense of history and personality that only vintage clothing can offer. I’ve always loved the feeling of finding something with a story behind it, and that blazer captures that perfectly.
Both pieces sum up my approach to fashion: buy what lasts, buy what inspires you, and buy pieces that make you feel something.
The legacy
Our proudest moment has been seeing the journey of Fresh Cuts align with the journey of our family. We started our first store in Castle Market with our daughter Indi on the way, building a brand while stepping into parenthood at the same time. It was a defining moment for us, both personally and professionally.
Fast forward to opening our Galway store, this time with both Indi and Teddy by our side, and it felt like everything had come full circle. Seeing our children grow alongside the business has been the most grounding and meaningful part of it all. It reminds us why we work the way we do and why staying independent matters so much.
I want Fresh Cuts to be remembered for the impact it made on the people who wore it.
For us, it’s never been just about clothing, it’s about how those pieces made people feel: more confident, more expressive, more themselves. If our brand can leave that kind of imprint, then we’ve done something meaningful.
We also want to be remembered as a brand that stood the test of time. One that stayed true to its values, even when it wasn’t the easiest route. A brand that always tried to do right by everyone involved, ourselves, our customers, the environment, and the people who make our clothes.
If I could have anyone wear my designs it would be Grece Ghanem.
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