Meet the Donegal designer giving Irish heritage a daringly modern twist

Dare to Howl

Dare to Howl’s mission is to ‘bespoke the mind’ and change the consumer’s opinion on fashion. It welcomes differences and protects those who embrace their differences. It celebrates diversity and all the challenges this brings. The brand offers the power of freedom and inclusion. Dare to Howl is a sustainable artisan brand which does not adhere to the mass production of clothing, preferring a more sustainable and circular approach. It values individuality, tolerance and acceptance and stands for the rights of all those who struggle to find their true purpose and meaning in life. It works hard to honour those who didn’t make it on the journey and values the importance of freedom and personal space.

Each collection contains high-quality, unique garments that make a statement. As a luxury brand, Dare to Howl aspires to connect with influential minds globally who are interested in the brand’s mission and who will wear Dare to Howl designs to advocate for this change. Collaborations with mental health charities and influencers who share its vision of inclusivity are welcomed as it recognises that mental anguish does not discriminate from the rich or the poor. It would like it known that anyone who is a part of the Dare to Howl community will be supported and uplifted. Wearing a Dare to Howl will symbolise a stance against the mainstream society who try to put creatives into the ‘weird category’. A Dare to Howl follower will celebrate uniqueness as a badge of honour.

Dare to Howl designs are avant-garde, combining the heritage of Donegal with silhouettes of the future. They invite the consumer to join a community, and an experience that is meaningful and thought-provoking. Aside from the brand’s rental selection, everything else will be available made-to-order from my newly launched website. Each design is made with sustainability at the core and all fabrics are traceable to reputable suppliers.

Grace, The Modern Irish Brat

Named the ‘brat’ after the traditional Irish garment worn in the past as both a cloak by day and a bed covering by night, the piece symbolises the strength of Ireland’s pioneering women and the heavy weight many people still carry today under environmental and mental health pressures. I believe that Irish designers are using fashion as a platform for change. Grace, The Modern Irish Brat celebrates resilience and reminds us that collaboration, creativity, and heritage can inspire a kinder, more sustainable future.

The Modern Irish Brat reimagines the defiance of Grace O’Malley, Ireland’s legendary pirate queen, who demanded equality and recognition amongst her generation. It was O’Malley who famously insisted on wearing a ‘brat’ while visiting Queen Elizabeth I, despite the garment being banned under Henry VIII’s rule. The design also honours Maude Delap, the Irish marine biologist whose pioneering jellyfish research now informs solutions to ocean microplastic pollution. Through Dare to Howl’s storytelling, their legacies merge with contemporary issues, proving that Irish fashion is not just about aesthetics, but advocacy.

Howth Castle served as the perfect backdrop for the photoshoot, not only because history tells us that a place is always set at the table for Grace O’Malley, but because the castle itself now enters a stage of transformation to safeguard its own future. Dare to Howl reflects this same spirit of evolution. Inspired by the 1950s poem Howl by Allen Ginsberg, which begins with the line “I saw the best minds of my generation destroyed by madness,” the brand celebrates those who challenge norms and refuse conformity. Ginsberg’s message, to protect difference rather than exploit it, remains deeply relevant today.

It was on October 10, 2025, that the Modern Irish Brat made her debut on the world stage as part of Ireland’s inaugural Fashion Week. The date was also fitting for the Dare to Howl brand, as it was World Mental Health Day, a day steeped in symbolism and a welcoming sign of acceptance for a brand that advocates for change from the stigma of poor mental health. It would have been easier to showcase my amazing trousers and top silhouette but I wanted this design to have purpose and to physically show the heavy burden carried every day by those who struggle with their mental health. My modern Irish Brat was there with purpose and conviction and she did not disappoint.

The logistics

Money is still a major concern, as a newly qualified graduate I’ve been using my savings and contributions from family to support my projects so far. I’ve also been very lucky to have received sponsorship from Magees 1866/Weaving Donegal who have been so supportive of my journey. However none of this would have been possible if it hadn’t been for the Dare to Howl community who have volunteered their time for free to help with all my campaigns since the beginning of the summer. Moving forward I will be hoping to avail of enterprise grants and possibly seek an investor who would like to work with my brand and offer me mentorship to take things to the next level.

My best advice came from my ATU lecturer Eilish Kennedy who told me to “say yes to everything and figure it out afterwards. I will be forever grateful for all her help throughout the last four years. Her belief in me really helped me become the designer I am today.

My most useful learning since setting up a business has been that a sense of community is important. I believe connection is valuable as creation, Dare to Howl is not just a fashion brand it is a place where the consumer can feel part of something bigger and where creatives can work together to empower everyone.

The designers to know

This summer has been a testament to the talent that Ireland has to offer. Over the last few years, I’ve had the privilege to showcase alongside a lot of amazing new designers and it would be unfair of me to pinpoint any particular designer. Each and every one of them works hard on their designs and deserves recognition for this. All I can say is that the future of the Irish fashion industry is exciting and I love being a part of it and I can’t wait to see how it unfolds.

Sadly, one of my favourite fashion designers is no longer with us. Alexander McQueen was one of the greatest designers of all time and I wish his struggles had not led to his untimely death. The world lost a genius who had so much to offer and a prime example of why the Dare to Howl community campaigns for change. People should be elevating people, embracing what makes us individuals and championing diversity and inclusivity. Unfortunately, not everyone has had the same start to life or the nurturing that they deserve, but by collaboration and community, we can support each other. Not only does Dare to Howl champion resilience, it wants to support those less fortunate until they feel strong enough to move forward.

Another designer I admire is JW Anderson, not just because he is Irish but because even with all his fame, he is still humble. He is at the top of his game but he does not rush out onto the catwalk with arrogance; instead, he walks out full of emotion and pride. This is how I would like to be seen as a designer, as I feel that my designs are bigger than me. They are about the team who help me showcase them to the world and the people who wear them with confidence.

I always try to shop sustainably whenever possible and my best purchase has to be a €10 pair of oxblood leather boots that I bought in the local charity shop. They give off Alexander McQueen armadillo vibes and I’ve used them in nearly all of my photoshoots to date.

I’m delighted to see brands showcasing all that their county has to offer. We have a rich textile industry in Donegal and I really admire brands like Magee 1866/Weaving, who have been promoting local textiles for generations. Magee Weavings CEO, Patrick Temple, chairs the Donegal Tweed Association which is currently working hard to get PGI status for this beautiful fabric, which, if achieved, will be a valuable asset for my home county of Donegal. Another brand/designer who is championing her county is Mary O’Sullivan, whose designs really showcase the love she has for everything Limerick. I think it’s admirable when a brand or designer is able to offer something back to their community.

The legacy

My proudest moment so far was when I received my ATU innovation award from the amazing fashion designer Caroline Kilkenny. Her validation of my work gave me the courage to apply for both Dublin Independent Fashion Week and Ireland’s inaugural Fashion Week. Both these events shaped an amazing introduction into the fashion industry for me and my brand and as a result, I’ve had so many other amazing opportunities.

I want my brand to be remembered for changing the mindset of consumers and collaborators to encourage a kinder, more thoughtful world for us all to live in.

If I could have anyone wear my designs, it would be Lady Gaga; her story is the epitome of everything Dare to Howl represents. She has used her platform to discuss the stigma of mental health and to show survivors of sexual violence that they can move forward and strive towards an existence that is not defined by the actions of their perpetrator. Her resilience and sense of purpose are something well worth aspiring towards.

Dare to Howl.

Photography: Becca Geden; Creative Direction & Styling: Hollie Marie Gallagher; Tweed: Magee 1866; Make-up: Amanda Ribeiro; Hair: Izadora Joana; Model: Aimee Mulqueen; Location: Howth Castle.