Existence is dependent on àṣẹ. It’s an ancient Yorùbá word of power, authority, and command, evoking the ability to bring ones will into manifestation. It is often said at the end of prayer to mean “So shall it be”

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AṢẸ is a central word and concept to the traditional Yorùbá culture and spirituality. It is the life force breathed into each human being by Olodùmarè; it is spiritual power, the power to create everything that exists – the energy that fills our universe.

A person who exercises this essential life force to wilfully effect change is called an APAṢẸ.

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Yorùbá spirituality is celebrated by an estimated 100 million people worldwide, and is known by different names, such as Lucumí, Ifá, Vodun, Candomblé, and Santería. As a brand, we aim to encourage the Yorùbá diaspora to learn about, and feel empowered by the beauty and strength that lies in an understanding and appreciation of our roots - one that is not informed through the lens of colonisation and foreign religion.

Shining a light on Yorùbá religious celebrations has important social purposes; to promote cultural values and help to preserve the rich heritage of the people who follow them.