Aroha the fashion new brand is made up of Aro, Ro, Ha, Oha. These words give many layers of meaning offering a profound message of love and connection. Here’s what they mean:
ARO is thought, life principle, paying attention, to focus on, to face or front
RO is inner, within, introspection
HA is life force, breath, energy
OHA is generosity, prosperity, abundance, wealth
Aroha is most often translated as “Love”, and though it does mean that, the full meaning of the word encompasses all of the five senses as well as the ego and intellect, and it can’t be contained in just one word. In Maori, aroha encompasses the breath of life and the creative force of the spirit. It assumes that the Universe is abundant and that there are infinite opportunities available to all of us. It seeks and draws out the best in us, it rejects greed, aggression and ignorance and instead encourages actions that are generous, tender and compassionate.