When Hohepa “Hops” Rutene (Rangitāne, Ngāti Kahungunu, Ngāti Porou) set out to create a haircare range, he wasn’t chasing trends or trying to compete with global brands, he was following a sense of purpose, with values handed down by his Koro and Nanny. The result is Micky Day, a high-quality haircare brand for hardworking people, developed with years of experience behind the barber’s chair, and driven by a kaupapa that runs deeper than just looking good.

“Those values are everything,” says Hops. “They’re the filter I run every decision through. My grandparents didn’t take shortcuts. They worked hard, showed up every day and expected the same from the people around them. That mindset keeps me focused, whether I’m developing a product, cutting hair or making a call about the brand.”

Old-School Values, New-School Brand

Micky Day began the way many pakihi Māori do - in kōrero.

“One of the earliest moments that sparked Micky Day was a conversation with a good mate of mine in the barbershop,” Hops recalls. “We were talking about how hard it was to find a quality men’s grooming product in Aotearoa. Something that looked good, felt premium, and actually worked.”

That conversation soon turned to their grandparents. Practical, humble, and self-reliant. “If they couldn’t find something, they made it. That stuck with me. That attitude – do it yourself, and do it properly – became the foundation for the brand.”

From Fresh Fades to Product Formulations

With years of experience as a barber, Hops brought a unique approach to product development, backed by real-world feedback and daily use.

“Being behind the chair every day gives you a different level of insight,” he explains. “You see how products perform. I knew exactly what was missing because I had to work around it.”

The Micky Day range includes high-performance styling products, a shampoo that cleans without stripping the scalp, and a conditioner that softens without weighing the hair down. “The range is shaped by experience, not guesswork.”

All products are made here in Aotearoa, supporting local businesses and manufacturers.  On top of that, 10% of profits go to men’s mental health.

Lessons Learnt Along the Way

The entrepreneurial path hasn’t been easy. For Hops, some of the hardest lessons have been about letting go and holding steady.

“Learning when to pivot was tough. I’m naturally stubborn, but in business, holding on too tight to one way of doing things can choke growth. Patience is another big one. Everything takes longer and costs more than you think. But if the foundation is solid – your product, your values – and you surround yourself with the right people, you can weather it.”

And weather it he has. Micky Day is fast becoming a name synonymous with excellence in men’s grooming.

Advice for Aspiring Māori Entrepreneurs: Back Yourself

When asked what advice he’d give to other Māori thinking about starting their own business, Hops doesn’t hesitate:

“Back yourself, even if no one else does. You don’t need to know everything to start, just start. Keep your kaupapa at the centre and don’t water it down to fit in. There’s power in being Māori in business. People will try to box you in or tell you there’s a ‘right’ way to do things. But the most valuable thing you can offer is your perspective, your story.”

At the heart of it, Micky Day is more than haircare, it’s a tribute to his grandparents, a platform for purpose, and a reminder that there’s strength in staying true to who you are.

“I set out to build a brand that was true to who I am. If that journey can inspire someone else to back themselves or make their own move, then that means everything.”