The Return of Heroes

A new chapter for The Hippie Shake, from Naomi

After taking time to pause, reflect, and realign, The Hippie Shake returns with a new energy and a reimagined vision — starting with our latest capsule, Heroes. Naomi shares the journey behind the break, the comeback, and what’s next for the brand.

Why We Took a Break

Taking a step back from the brand last year was one of the hardest — and most important — decisions we’ve ever made.

The business had grown so quickly, and while we were incredibly proud of what we’d built, it started to take over our lives. We were losing the joy, clarity, and connection that got us into this in the first place. We’ve always poured everything into The Hippie Shake, but somewhere along the way, we stopped feeling like ourselves. It became clear we needed to pause. Not just for the sake of the business, but for us — as individuals, as partners, and as creatives.

Stepping away gave us the space to breathe, to travel, and to fall in love with the process again. We’re so aware that running your own business is one of the hardest things you can do — and also one of the most rewarding. We just knew that, to keep going, we had to find a way that felt more aligned with who we are now.

Finding the Joy Again

I’ll be honest — it was scary. But in that space, I found myself again.

I remembered how good it feels to get dressed for no one but yourself. To create without pressure. I rediscovered what inspires me — old records, dusty fabrics, Janis Joplin documentaries, scraps of embroidery from the backstreets of Pushkar.

Travelling — especially our time in India — was a huge part of this shift. We met new suppliers who just got what we were trying to do. It reminded me that this is what I’m meant to be doing. That I still have so many ideas. That I love this work deeply. And that the only way to move forward was to do it differently.

A Slower, Softer Direction

This new chapter of The Hippie Shake feels like a natural evolution — the brand’s grown up, and so have we.

We’re still rooted in the 70s, of course, but our aesthetic has softened. The pieces in Heroes are more romantic, wearable, and grounded in craft. The coats, the embroidery, the finishing — we’ve obsessed over every detail.

We’ve scaled back the huge seasonal drops in favour of smaller, more intentional capsules released more frequently. It’s a more manageable, sustainable way of working — for us, and for you. And it means we can protect the quality and values we care about most.

Why We Came Back With Heroes

It just made sense.

Heroes has always been our eternal collection — the heartbeat of the brand. Our most-loved pieces. Our clearest point of view. And now, it reflects the shift in a really special way.

The silhouettes feel familiar, but elevated. The Penny Lane coats have been reworked with richer details and better finishes. Erin Cadigan’s embroidery is better than ever — her artwork brings everything to life. You can feel the care and time in every stitch.

What’s Next…

Right now, we’re focused on creating a workflow that feels exciting — and sustainable. We want to bring our ideas to life through clothing that helps you express yourself. That doesn’t follow trends. That feels like you.

There are new things happening behind the scenes too: our resale platform, Treet, which we’re so excited about. And quietly bubbling in the background is something new — a space we’re calling Emporium. It’s where I’ll be pouring all the wilder ideas and one-off pieces that don’t quite fit into a capsule, but still feel like they need to exist. Think statement shapes, vintage-inspired details, limited runs, and pieces you might stumble across once — and never see again. I can’t wait to show you more soon.

There’s freedom in how we’re doing things now. That’s what we want The Hippie Shake to represent going forward — creative flow, flexibility, and joy.

To Our Community

If you’ve supported us through the years — and especially through our break — thank you. We honestly didn’t know how people would react, and the love we’ve received has been overwhelming in the best way.

I hope Heroes makes you feel something. I hope you find pieces that inspire you to try something new, or to dress like the version of yourself you’ve always felt but never fully shown. I hope you open a package from us and feel the same spark as when you find a vintage treasure you’ve been searching for forever.