Today we’d like to introduce you to Jirah Woolard
Hi Jirah, so excited to have you with us today. What can you tell us about your story?
In the beginning, I didn’t go by New Rule—there was no name. It was just me, making clothes for myself, a self-titled brand with no real direction other than creativity. Back in February 2020, while battling the pandemic, I needed something to keep me grounded. I stumbled into sewing through YouTube tutorials and started experimenting with fabrics I found at a local thrift store in Greensboro, NC, where I was living at the time after attending UNCG. At first, it was just for me—tapestry and jacquard fabrics turned into one-of-one pieces. But eventually, I wanted to share my designs.
My first drop was a small collection: a few pairs of shorts and a bleached denim tote with a leather strap, all made from thrifted fabrics. I didn’t sell a single piece. That was a humbling moment, but it pushed me to rethink my approach. I realized that if I wanted to grow, I needed to learn graphic design—so I did. A few months later, I dropped my first T-shirt, and it sold well. The next one? Not so much. But through all of this, I was building something bigger than just clothes. That’s when I rebranded to New Rule, or RULE for short—standing for Rise Up, Lead, and Empower.
In October 2023, I took a leap and released a sweatsuit on pre-order. I sold a few pieces, then followed up with another colorway that mostly my friends bought. That’s when I realized I needed to reach beyond my circle. The following spring, I dropped the Rise Up tee, a graphic shirt that tied directly into the meaning of RULE.
Things really started moving when I did my first pop-up at Atlanta Streetwear Market. That’s where I connected with people in real life—one of them being Hollywood Shack, a stylist and content creator known for helping emerging brands. He showcased my brand on his platform, and that exposure brought in a ton of traffic. I ended up selling out the Rise Up tees right before relocating to Atlanta.
From there, I kept building. I wanted New Rule to stand for something more than just clothes—I wanted to create pieces that felt special, that people could wear over and over and still feel like they made the right purchase. In Summer 2024, I released the Daylight Denim Jorts, featuring a custom brass button and an embossed leather tag with the phrase “Be like the sun”. It was a reminder to rise up and lead, just like the sun does every day. WNBA players and social media supporters started buying them.
And now, as of March 25th, New Rule just landed its first retail placement at Mad Kicks in Durham, NC. This journey has had its challenges, but every step—every failed drop, every win—has led to this. And this is just the beginning.
Can you talk to us a bit about the challenges and lessons you’ve learned along the way. Looking back would you say it’s been easy or smooth in retrospect?
It definitely hasn’t been a smooth road. I’ve had failed drops, setbacks with manufacturers, and moments where I felt like giving up. There were times when things didn’t go as planned, or I didn’t get the results I was hoping for. But I’ve learned that in entrepreneurship—and in business in general—there are always going to be ebbs and flows. The key is staying steady through it all. Now, I focus on strategizing better, making sure each drop is intentional, and then letting God handle the rest.
Can you tell our readers more about what you do and what you think sets you apart from others?
I’m a self-taught graphic and apparel designer, but more than that, I’m a creative visionary. I don’t just design—I build concepts from the ground up, turning ideas into tangible, standout pieces. My style is bold, playful, and layered with meaning. I use vibrant colors, rich textures, and unconventional typography to create work that demands attention.
One of my biggest accomplishments has been stepping into my creativity full-time. It wasn’t an easy road, but I bet on myself, pushed through the setbacks, and turned my passion into something real. Now, every day, I get to create, innovate, and build something that truly represents me—and that’s the most fulfilling part of it all.
What sets me apart is my deep understanding of both fashion and design. I don’t chase trends—I see them before they happen. Because I’m so immersed in this space, my work feels like a natural extension of where culture is headed. And beyond design, I know how to execute. I can take an idea, source fabrics, construct garments from scratch, and translate my vision seamlessly from sketch to finished product. That level of hands-on craftsmanship is rare, and it allows me to create with complete creative freedom.
We’d love to hear about any fond memories you have from when you were growing up?
My favorite childhood memory was getting those Eastbay catalogs in the mail, flipping through the pages, and circling all the clothes and shoes I wanted. It wasn’t just about wanting them—it was about manifesting them. Looking back, it sparked something in me, that drive to not just own those pieces but to create my own someday.
Contact Info:
- Website: https://www.newrule.store/
- Instagram: https://www.instagram.com/newrul.e/
- Other: https://www.tiktok.com/@newrul.e?is_from_webapp=1&sender_device=pc
