Australian activewear label AROHA renames to VYRA after cultural backlash

rnz.co.nz

Australian activewear label AROHA has changed its name to VYRA after facing backlash for using a Māori word without cultural connection. The brand stated the name change reflects their evolution and new purpose, moving from love to resilience, discipline, and power. Previously, the owner apologized for not thoroughly researching the cultural significance of "aroha," which means love in Māori.


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Australian activewear label AROHA renames to VYRA after cultural backlash | News Minimalist