Australian activewear brand AROHA has undergone a name change due to backlash from critics accusing the company of cultural appropriation by using a Māori word without authentic ties to the culture. The brand announced this change on social media, highlighting that it's not just a rebranding but a reflection of their evolving identity. The decision comes after an apology from brand owner Katie Burke, who acknowledged the offense caused by their initial choice and admitted to inadequate research regarding the cultural implications of their name.

The new name, VYRA, draws on an American origin meaning 'truth', which the brand believes better encapsulates their journey and mission as they develop further. The transformation of the brand's identity emphasizes themes of resilience, discipline, and empowerment, departing from their earlier association with the term AROHA, which particularly resonated with Māori culture and associated meanings of love and compassion.

This incident highlights the ongoing discussions around cultural sensitivity in branding and marketing, spotlighting how brands must navigate the complexities of cultural appropriation and respect diverse heritage. The backlash faced by AROHA serves as an important case study for other businesses, illustrating the need for thorough understanding and respect when adopting cultural references in branding.