Why a flower, not a heart.

I ♥ NY gave the world a heart, and every city since has borrowed it. Addis Ababa does not need to. The name already means new flower, and the highlands already have one: the adey abeba, the yellow daisy that comes up the week the rains stop and tells everyone the year has turned.

So our mark is the flower. It replaces the heart in the anchor shirt, the crest on the varsity hoodie, and the badge on the cap. Around it, one palette taken from things you can touch in the city, and garments named after the cloth people actually wear there. The Netela tee is the light one. The Gabi hoodie is the heavy one you wrap up in.

Everything is printed when you order it. There is no warehouse, nothing goes on sale because it did not sell, and nothing gets thrown away. We ship within the US for now; Canada and Europe are next.