Why is the Australian activewear brand Aroha Official facing backlash?

Aroha Official is facing backlash because it uses the Māori word 'Aroha' for its brand name, which critics argue constitutes cultural misappropriation.

What does the Māori word 'Aroha' mean?

'Aroha' means love, as well as breath or life force, in the Māori language.

Has Aroha Official claimed to be a Māori-owned business?

No, Aroha Official has stated that it is not a Māori-owned or Māori-run business and has not implied any cultural authority or affiliation.

Home / Lifestyle / Activewear Brand Defends Māori Name Amid Backlash

Activewear Brand Defends Māori Name Amid Backlash

3 Feb

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Summary

Australian activewear brand 'Aroha Official' faces backlash for using Māori word.
Owner states 'Aroha' means love and was chosen for its meaning.
Critics argue the name lacks connection to Māori culture and community.

The owner of an Australian activewear label, Aroha Official, has defended her brand's name after encountering significant backlash for using the Māori word 'Aroha.' Founded in 2021, the store sells women's activewear. The term 'Aroha' signifies love, breath, or life force in the Māori language.

Owner Katie Bourke stated she selected the name to be distinctive and chose 'Aroha' for its meaning of love and compassion, noting her step-daughter's Māori culture. She emphasized that the brand never claimed to be Māori-owned or to imply cultural affiliation, nor has it used Māori symbols in its designs.

Despite these assertions, Māori content creators and individuals have voiced criticism, suggesting the brand should instead support local Aboriginal communities. They argue that using the name without genuine connection or contribution to Māori communities is inappropriate and constitutes cultural misappropriation.