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.