About Us

The 90 Lifestyle was born out of a simple frustration - sauna culture was evolving, but the accessories weren’t.

Having used saunas for many years, I watched sauna culture grow rapidly across Ireland. New spaces were opening, more people were discovering the benefits, but the accessories designed to enhance the experience felt stuck in the past. Functional, yes - but overly traditional, bulky, and disconnected from how modern sauna goers actually see themselves.

One accessory stood out in particular: sauna hats.

They made sense functionally, but visually, they didn’t connect. 

So instead of settling, I set out to create a sauna hat I actually wanted to wear - one that respected tradition while feeling modern, understated, and purposeful. That became the first product under The 90 Lifestyle.

Why “The 90 Lifestyle”?

The name is intentional.

90 refers to what’s widely considered the ideal sauna temperature - 90°C. But it also represents something deeper: commitment to the ritual.

The 90 Lifestyle is about more than heat. It’s about signalling that you take sauna seriously. It’s a shared language among those who understand the value of consistency, recovery, and slowing down - without needing to say a word.

This is sauna culture, represented.

Our Roots

To keep things lean and validate the idea, the very first sauna hats were handmade.

I was lucky enough to learn how to sew from my mam, a seamstress, who helped me bring the initial concept to life. After multiple iterations, refinements, and real-world testing, the first modern sauna hat was launched.

Fast forward to today, I’ve stopped sewing the hats myself (the OGs know the logo stitching wasn’t exactly built for longevity), and production has scaled to meet growing demand - without compromising on quality, materials, or intent.

Where We’re Going

This is just the beginning.

More colours are coming. And beyond that, we’re expanding into other sauna accessories designed with the same principles: functional, minimal, and built for people who genuinely value the sauna ritual.

No gimmicks. No unnecessary noise. Just products that make sense.

Welcome to The 90 Lifestyle.