Australian Activewear Founder Defends Use of Māori Word 'Aroha' Following Social Media Criticism
The founder of an Australian activewear label has publicly defended her decision to name the business after a Māori word, following significant backlash on social media platforms. Katie Bourke, owner of Aroha Official, established the brand in 2021, specialising in women's workout singlets and shorts sold both online and from a physical store in Surfers Paradise.
Meaning and Motivation Behind the Brand Name
In the Māori language, the word Aroha carries profound significance, translating to love, compassion, breath, or life force. Bourke explained her choice in a recent Instagram video, stating she wanted the brand to stand out as 'a little different' from typical Australian labels.
'When I was researching the brand, I wanted meaning behind it, so the first thing was love and compassion. I didn't want to use an Australian name,' Bourke revealed. 'I've also got a step-daughter who is of Māori culture, so we decided to go with Aroha, and it's been going strong for the last four years.'
Allegations of Cultural Misappropriation
Despite Bourke's personal connections, numerous social media users expressed outrage that an Australian company would utilise a culturally significant Māori term for commercial purposes. The controversy prompted Bourke to issue a firm denial of any intentional cultural misappropriation.
'The name Aroha was chosen as an expression of inspiration from the meaning of “love” in the Māori language reflecting our brand values around self-love, confidence, and empowerment through personal and physical change,' she told Daily Mail. 'At no point has Aroha Official represented itself as a Māori-owned or Māori-run business nor has the brand attempted to imply cultural authority or affiliation.'
Bourke emphasised that her company has never incorporated traditional Māori patterns, symbols, or cultural motifs into their activewear designs, branding, or marketing materials.
Māori Community Response and Criticism
Prominent Māori voices have challenged the brand's justification. Popular content creator Holly-May Neho from Ōpōtiki questioned why the company didn't choose to support Aboriginal culture instead, given its Australian location.
'Why can't you tautoko (support) the Aboriginal people? The land that you're on. How about you start there?' Neho commented.
Another Māori woman named Demelza urged the brand to reconsider its name entirely, writing online: 'Māori here, our traditions, values and tikanga is beautiful. Of course Māori want to share this with the world, but using the name without any thought of Māori in their own communities (giving back, educating your followers and customers about Maori culture) is not on.'
Company's Official Response and Position
Aroha Official has addressed the mounting complaints through both social media channels and an official statement on their website. The brand acknowledged the cultural significance of the name while explaining their initial lack of awareness.
'We understand there are strong cultural connections to the name Aroha and we want to be clear and respectful in our response,' their statement read. 'Our brand was established over four years ago at a time when we were not aware of how deeply rooted and culturally significant the name was. This only came to our attention around six months ago.'
The company emphasised that changing the name now presents significant practical challenges, stating: 'Now that the business is well established, changing the name is not a simple or viable option. We hope this provides clarity and that the situation can be approached with understanding and mutual respect.'
Apology and Continued Transparency
In her Instagram video apology, Bourke reiterated that the brand's intention was never to cause offence or misrepresent Māori culture. 'It was purely based on that we wanted our brand surrounded by love. This was never based on traditional culture, it was never branded as a multi brand,' she explained.
The company's website statement further clarifies: 'We want to be transparent and clear that when our brand was established we were not fully aware of the deeper cultural significance and ties associated with the word within Māori culture. We do not wish to mislead or misrepresent in any way. Aroha is not a Māori-owned company.'
Bourke concluded by asserting her company's commitment to respectful practices: 'We acknowledge that cultural language carries significance and we are committed to acting respectfully and transparently. We strongly reject the claim that Aroha Official has intentionally or otherwise engaged in cultural misappropriation.'
