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Erika Hendrix reinvents itself- starting May 2010 the young label will be called asuyeta

With her spring/summer collection 2010, “Baby, you're the ginchiest!”, Erika started her fifth successful year in fashion. For her it was the perfect time to change something. Time for something new.

This new inspiration c… Read More
Erika Hendrix reinvents itself- starting May 2010 the young label will be called asuyeta

With her spring/summer collection 2010, “Baby, you're the ginchiest!”, Erika started her fifth successful year in fashion. For her it was the perfect time to change something. Time for something new.

This new inspiration came to Erika while learning about her Cherokee roots. She was mostly fascinated by the history, culture, clothes and of course their language.

In the Cherokee language there is the concept of asuyeta. A word with a fascinating sound and profound meaning: asuyeta means chosen. It represent the clothes being chosen for the customer.
In an interesting aside, the word asuyeta is also found in the Sanskrit language. Here it means one should be envious.

asuyeta customers are discerning and fashion-conscious young people that want to feel good in their clothes. They prefer to spend a little extra money on unique handmade pieces as opposed to ethically doubtful mass produced pieces from the Third World. The use of high-quality natural fibers, such as cotton or linen greatly lend themselves to the comfort of asuyeta clothes.

Enough reasons to visit www.asuyeta.com. Read Less
Member Since: Feb 27, 2008