SAUNAWEAR™, a brand emerging from the Enterprise Ireland New Frontiers programme based at the SETU Xcelerate centre in Carlow, has launched a new website.
Born from a shared passion for sauna and cold plunge practice, and shaped by experience in global business, co-founders Nora and Alex Norris have dedicated their business to engineering merino swimwear that brings together performance, community, and responsibility to health.
SAUNAWEAR™ was built from the ground up, developed with leading fabric technologists and specialist partners from Ireland and the UK to Italy. The brand began with a simple idea: natural swimwear that can perform in heat and cold without compromise.
Speaking about the product, co-founder Nora explained, “What you wear in heat and cold matters. We believe gear used in these environments should support the body, not work against it. Materials are pushed to their limits, and what sits against the skin should remain durable, breathable, and in harmony with the body.”
"SAUNAWEAR™ is designed as a performance-driven solution to traditional swimwear, combining sustainable materials with long-term durability. Built for sauna and cold plunge environments, it uses natural fibres that outperform synthetics and support long-term wellbeing.”
Nora Norris Co-founder, SAUNAWEAR™
The SAUNAWEAR™ brand is currently participating in Phase 3 of Enterprise Ireland’s New Frontiers Programme. New Frontiers is Ireland’s national entrepreneurial development programme, designed to support ambitious early-stage entrepreneurs with innovative, scalable business ideas that have strong employment potential. The programme equips participants with the skills, support, and confidence needed to successfully launch and grow a business. Through SETU’s partnership with Enterprise Ireland, regional start-ups gain access to the University’s SETU Xcelerate Centres, where they benefit from a strong entrepreneurial network and a comprehensive range of business supports.
“New Frontiers has been a gamechanger for us in developing our business idea into a successful start-up. The support of SETU and Enterprise Ireland has enabled us to bring SAUNAWEAR™ to market with the right partners, the right product, and the foundations to scale.”
Nora Norris Co-founder, SAUNAWEAR™
Having now developed SAUNAWEAR™’s flagship range, Alex and Nora are setting their sights on introducing a new standard for performance apparel for sauna, cold plunge to Ireland and beyond.
“We started SAUNAWEAR™ to become one of the best employers in Ireland. We focus on quality, transparency, and making it easy to do business with us. Our mission is to become the global leader of sustainable sauna and cold-plunge gear and community,”
Alex Norris Co-founder, SAUNAWEAR™
At the centre of the brand is innovative fabric technology. SAUNAWEAR™ uses extra-fine, certified merino wool from Zegna Baruffa Lane Borgosesia S.p.A., spun in Italy and crafted in London, built around a proprietary knit structure that underpins its performance. It delivers thermoregulation, durability, moisture wicking and odour resistance, with benefits that come from nature, not chemicals, and performance validated through independent testing.
Enhanced with a patented, water-based protective coating, the fabric withstands hot –cold cycles, saltwater and chlorine while remaining machine washable. SAUNAWEAR™ follows a slow-fashion production model with full traceability.
Nora and Alex are supported by the technical expertise of garment technician Shana Chu, while former Dita Eyewear MD and CFO Gina Arcari brings her governance and compliance knowledge to the company. Through SETU Xcelerate the founders receive mentorship to ensure the company develops with integrity.
“Our customers are the kind of users who read labels and take their practice seriously. We partner with luxury spas and sauna and cold plunge operators, providing garments for staff and ritual leaders, on-site retail, and affiliate programmes.” says Nora.
For more information, visit www.sauna-wear.com