Desert Dreams

Boulder designer crafts bespoke creations for the free spirited 

By Kalene McCort

Stepping into the Pearl Street studio of Hannah Marie Thurston, creator of bohemian lifestyle brand Ida+Moon, one is transported back to 1970s Laurel Canyon. Delicate garlands of dried marigolds, the sharp scent of Copal incense, jars of powdered dye and a hodgepodge of salvaged animal hides dot the space whose rugged white walls are reminiscent of an exotic and  elusive cave. Her days spent in this grotto-like interior consist of hand sewing patchwork purses, dyeing an array of colorful sheepskin collars, creating content for her thriving Instagram account and dreaming up creations that beautifully blend nostalgia with an undeniable freshness of now. 

The Cali-born creative has accessorized songstress Sierra Ferrell and created a custom two-piece leather number for country star Margo Price for her set at 2023’s Farm Aid—a benefit concert founded by Neil Young, Willie Nelson and John Mellencamp. At the root of what fuels Thurston’s one-woman-business is a burning desire to reach and uplift a cross-section of customers with her evocative wares. 

“I’ve loved fashion as far back as I can remember,” Thurston recalls. “My mom got a vintage trunk for me and just filled it with all these vintage clothes and purses and things to play with. I loved raiding my parents’ closets as a kid. I would take my dad’s cowboy boots and mom’s flowy, sheer chiffon robe.”

In her teens, Thurston was often praised for her natural eye and innate ability to pull a room together or create a show-stopping, completely thrifted outfit with ease. What followed was a vibrant career of styling for notable brands Anthropologie and Free People. Feeling the call to create art of her own, she started a jewelry line inspired by Nevada’s Valley of Fire State Park— whose massive red sandstone formations have served as a muse for countless creatives. Musicians of yesteryear are also constant muses for the self-taught designer. 

“I’ve always loved Cher,” Thurston says. “I love Stevie Nicks. Jimi Hendrix was a huge influence for me in high school when I was trying to find my style.”

In a world of fast fashion, Thurston is operating a business with the Earth’s sustainability in mind. Up to ninety percent of materials she works with she uncovers at thrift stores, antique markets or collects from friends. Scraps from sheep skin she doesn’t use for purses or collars are used for filling in statement-making pillows perfect for jazzing up any interior. A number of the dyes she creates by foraging in her Boulder yard—dazzling pigments made from rhubarb, dandelions and pinecones all find their way into the satrurated mix. 

The essence of Thurston’s one-of-a-kind creations gives the buyer reason to celebrate and slow down. They’re the sort of accessories that could be donned for an evening of stargazing at a farm dinner, rocked at a tea ceremony or slipped on for a jaunt around the streets of one’s
beloved city.

“My favorite thing is hearing from people that they love their piece,” Thurston says. “I get so many messages from people saying how they feel it’s their security blanket and they just feel so comforted. It’s so cool how they feel really empowered wearing my stuff, which also makes me feel really good. When I first started, I didn’t really know clothing was powerful in that way. I feel that way too when I wear stuff that I make. It just feels good to wear clothing made by a real person, not a machine. It absolutely carries a different energy.”

Thurston connects with customers—from coast to coast—by including a hand-written note with orders. 

“Everyone’s been obsessed with the natural-dyed collars, because you can just style them so many different ways, and I do a bag that matches,” Thurston says. “Those two have been the most popular and they’ve become this collector’s item. I have customers that have like 20 of them.”

Eye-catching and produced with the utmost integrity and care, Ida+Moon products pair well with turquoise, distressed cowgirl hats and good times. From adding abalone shells to her sought-out carpet bags to collaborating with fellow creatives to offer new work, Thurston is motivated to keep evolving. 

“I mostly create things that I want,” Thurston says. “I’m very inspired by nature and travel.”

Up next, Thurston wants to roll out a line of jackets and vests inspired by the stylings of character Penny Lane—an iconic groupie role brought to life by a 19-year-old Kate Hudson in Cameron Crowe’s 2001 film “Almost Famous.” She’s enthused to grow an in-house clothing line made from natural fibers and vegetable-tanned leather.

“Some of my favorite ‘70s pieces I’m recreating in my own way,” says Thurston, who was selected to be a vendor at San Francisco’s West Coast Craft last autumn. 

While Thurston’s pieces are made-to-order, it’s her long-term dream to relocate to Joshua Tree, California and open up a by-appointment-only shop in the heart of the Mojave Desert. 

“I love seeing my clothes being worn and loved,” Thurston says. “I love seeing how people style them. Looking back, I never would have seen my future to be like this. It’s magical.” 

To learn more, visit idaandmoon.com and follow the fashion adventures on Instagram @idaandmoon.