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hernest project

Made ethically in Portugal using botanic, organic, and natural recycled fibers and non-toxic dyes.

26/12/2025

Closing out 2025 with gratitude, lightness and the last few pieces at $20 or $25.

28/11/2025

Mystery Box Launch 🎁

Seven years of learning.
Of making and remaking.
Of building something from nothing.

Of shipping boxes, fixing mistakes, and gathering the small, beautiful leftovers that tell the story of what we’ve made — and who we’ve become.

Here’s the thing no one tells you about running a fashion brand: completely selling out is rare.

There are always counting errors.
Returns.
A few pieces tucked away where they shouldn’t be.
Production surprises — the kind you only appreciate with time.
Quiet little leftovers.

But seven years of them add up.

This summer, while sorting through it all with my sister-in-law, it became clear:

It’s time to close the chapter on our leftover legacy pieces.
Properly.
With care.

So we made one final Mystery (History) Box — to mark our 7th anniversary 🎉

Five pieces. A mix of tops and bottoms.
Different fabrics. Different seasons.
No two boxes are the same.

Most of the items are from past seasons — pieces we held onto by accident or design. A few boxes include something from our current stock, but most are a look back at where we’ve been.

She kept asking, “Are you sure you only want to charge $100?”

Yes.

Each item in the box works out to $20 — less than what most pieces cost us to make.

This is not about margins.
It is about ending something well.
Finding good homes for the last few.
And offering something generous, simple, and joyful at a moment when simple things feel rare.

20% of every sale — $20 — will be donated to My Sister’s Place, a women’s shelter doing powerful, essential work. And anything left over? We’ll donate that too.

This isn’t just a box.
It’s a thank-you.
A letting go.
A small time capsule of the past seven years, wrapped in gratitude.

Five items. $100. +$15 Shipping.

Happy Birthday to us ☺️

28/10/2025

We live in a world where credit is easy.
Governments print money they can’t repay.
Consumers borrow to buy things they don’t need.

It’s the air we breathe; spend now, figure it out later.
And business isn’t immune.

Credit gave me permission to grow.
To invest in inventory without feeling like I was gambling.
To believe demand would catch up. Eventually.

But inventory is tricky.
It’s an asset, for a moment.
Then it becomes a liability.

Fashion runs on forecasts.
And today’s reality is no match for tomorrow’s “could NOT have predicted that.”
Minimum orders. Best guesses.
Hope, dressed up as strategy.

And yes, we made more than we needed.
200 units per style was ideal.
300 was just out of reach.

But “too much” for us meant a few hundred units.
The kind of excess you can count.

The tragedy is that in fast fashion, “too much” means millions.
Every. Single. Day.
Piled high in warehouses.
Burned. Buried. Forgotten.

That’s the real heartbreak.
The system teaches you to overproduce.
To chase growth at any cost.
To see volume as victory.

I’ve always known that growth wasn’t the goal.
Not if it comes without clarity.
Because then growth becomes weight.
It becomes waste.

Now, our “too much” is asking something of us. It’s asking us to change.

So we’re selling through every last piece.
All of it.

Because the path forward has to be different.
And I can’t see where it will lead,
while still carrying the weight of the old one.

You can comment “clear out” below or follow the link in our bio to shop our clear out.

24/10/2025

Every week (well, almost every week), I share a short note on building a brand a little differently, with fairness, simplicity, and honesty at the core. I share it a newsletter.  

This week’s note is part update, part reflection.

I’ve been asked the same two questions lately: 

How’s the sale going? and What now?

Let’s park the what now for a moment.

I’m working on what I call the next plane down theory, where you only focus on the immediate, big thing in front of you. One plane at a time.

And right now, that plane is the sale.

We got through the first week with what feels like a huge, heartfelt hug from this community. When I asked for help, people showed up. And honestly, I still don’t know how to react to it. I never expected so much love and support.

We’re about 50% through, which is incredible. The next 50% will be harder, though, mostly the outlier sizes that historically move more slowly.

You might be wondering how that happens. 
That’s a story in itself.

I’ve been reflecting a lot on the factors that led us here, both internal and external. The decisions, the blind spots, the well-intentioned risks, and the larger forces shaping this industry. So I’m putting together a short series that shares some of those lessons. They’re not just business lessons, really, they’re life lessons, experienced through entrepreneurship.

If this week taught me anything, it’s that saying you’re stuck is hard — it feels like failure. But the moment you do, things start to shift. Asking for help unlocks what staying silent never will.

More on that soon. 
For now, I’m just landing this plane. ✈️

Happy Weekend!

Cass

If you want to subscribe to our newsletter, just comment newsletter below!

19/10/2025

Every remaining Hernest piece is priced to help us move forward with purpose.

This isn’t a typical sale.
It’s a way to make space for what’s next.

For six years, we’ve poured everything into making better loungewear. Pieces that feel like home, made with care for people and the planet.

If you want the link, comment CLEAROUT below and I’ll send it to you directly.

Thank you for being here. For supporting.

And helping us begin again.

11/10/2025

The Clear Out is coming. Comment CLEAR OUT or WAITLIST for early access.

31/08/2025

I love this quote, especially in the context of a culture obsessed with self betterment. Optimize this. Improve that. Chase the next version of better.

But somewhere along the way we’ve forgotten that real wellbeing is often found not in chasing our own gain but in serving others.

When we stop making it about me and start asking how can I ease someone else’s load we begin to see that what we give always finds its way back to us.

Happy long weekend friends. May it be filled with comfort connection and care.

❤️

14/08/2025

🙈 it’s on. Up to 60 % OFF.

Thank-you for supporting us.

In case you’re wondering I still do a happy dance 🕺 💃 every time I hear that magical cash register “chime.”

Enjoy, ask questions if you’re not sure. I truly want each item to be gratefully received.

18/07/2025

22 Books for Summer 📚⛱️

I asked you what I should read this summer - the only caveat was it must be a page turner to help me stay off the gram.

The list was so good. So diverse. I couldn’t help but share it.

It also sent me down memory lane…. We’ve taken a lot of “reading” vibe images over the years. Some of these photos are from our very first shoot in 2018 😍

Save the list for when you want to pick up another book!

1. Where the Crawdads Sing
Author: Delia Owens
Genre: Coming‑of‑Age, Mystery
Highlight: A lyrical courtroom mystery about “Marsh Girl” Kya and her isolation in the North Carolina marshes.

2. The Shadow of the Wind
Author: Carlos Ruiz Zafón
Genre: Literary Mystery, Historical Fiction
Highlight: In post‑war Barcelona, Daniel uncovers a forgotten author and stumbles into an enchanting, suspenseful world.

3. The Invisible Life of Addie LaRue
Author: V. E. Schwab
Genre: Fantasy, Historical, Romance
Highlight: A Faustian bargain grants immortal life—but no one can remember her until one day in modern New York.

4. Butter
Author: Asako Yuzuki (engl. trans. Polly Barton)
Genre: Mystery, Literary Fiction
Highlight: A Tokyo journalist investigates a gourmet cook-turned-serial-killer, mixing food, trauma, and social critique.

5. Tomorrow, and Tomorrow, and Tomorrow
Author: Gabrielle Zevin
Genre: Literary Fiction, Friendship, Video‑Game Culture

6. The Island of the Missing Trees
Author: Elif Shafak
Genre: Historical Fiction / Magical Realism
Highlight: A fig tree narrates a cross-cultural tale of a Greek‑Turkish couple across Cyprus and London.

7. Lincoln Highway
Author: Amor Towles
Genre: Historical Fiction / Road Trip
Highlight: A 1950s cross‑country journey with teens Emmett, Duchess, and Billy, brimming with humor and heart.

8. Migrations
Author: Charlotte McConaghy
Genre: Literary Dystopian / Environmental Fiction
Highlight: Franny Stone escorts the last arctic terns—an elegiac exploration of climate, grief.

Continued in Caption ⬇️

14/07/2025

📚 What’s a book you couldn’t put down?

Your all-time favorite or your latest obsession? I’m all ears.

Trying to dial down the social media this summer... starting with Instagram.

But first, I need a book.
One so good I forget to scroll.
Something to get lost in.
Fiction or nonfiction—I’m all ears 👇🏼

10/07/2025

Sharing this on Prime Day as a pulse check.

As David Hieatt wrote in a recent 3-Wins newsletter: “We’re conditioned to see price as the problem. But the real question is: Will this return more than it costs?”

Because nothing is truly cheap if it takes more than it gives back.

We’re still here—priced fairly, made consciously, built to last.

That’s our kind of deal.

Original quote: “Expensive is cheap. Cheap is expensive.” — Florentino Pérez, Real Madrid president

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