The story behind the mark
"I have two names. For years I carried them separately. This brand is what happens when I stop doing that."
Alex — the French name. The self that learned to navigate a world that required adaptation. Occidental, present, built for a new context.
Yihun — the Ethiopian name. East African, rooted, the self that existed before the world asked it to be smaller. Yihun means 'let it be.' A prayerful word. The instruction that was written into the integration before it was ever a decision.
The name kept quiet to survive. It found the cracks and came through.
ይሁን
Whole, undivided.
The founder
ALEX
French · Occidental
The self that learned to navigate. Adapted without erasing. Built something that could survive in a new world.
The root
YIHUN
Ethiopian · East African
The self that was there first. Kept quiet to survive. Found the cracks and came through. The name the brand is built on.
ይሁን means
"Let it be." A prayerful acceptance. The instruction that was always there, before the brand, before the decision, before anything was named.