·FJEJKA
FjejKa — Chill & Be Happy
FjejKa stands for chill and be happy — rooted in Moroccan Darija "fjej" (unwind, breathe out, and enjoy the moment). Heritage worn easy, every day.
- Origin
- Moroccan Darija ("fjej"), paired with the 8-point zellige star in our wordmark.
- How we use it
- Our brand name, woven neck label, and rotating stamp on every drop.
·YAZ
Yaz — The Free One
The Tifinagh letter "z", the central letter of the word Amazigh. It's widely used as the symbol of Amazigh identity, often read as "the free one".
- Origin
- Pan-Amazigh Tifinagh script, standardised in Morocco by IRCAM (U+2D63).
- How we use it
- Embroidered on the Yaz Trucker Cap and printed on the Yaz Premium Tee.
·TIFINAGH
Tifinagh — Our Alphabet
The alphabet used to write Tamazight. Morocco uses the neo-Tifinagh standardised by IRCAM. We set every word in IRCAM letterforms.
- Origin
- Ancient Libyco-Berber script, standardised as neo-Tifinagh by IRCAM in Morocco.
- How we use it
- Set in clean IRCAM letterforms on heavyweight tees, always paired with its transliteration and meaning.
·ZELLIGE
The 8-Point Zellige Star
The 8-point star, built from two overlapping squares, is a classic motif of Moroccan zellige tilework. It's the star in our logo. We draw our own geometry; we never copy a craftsman's panel.
- Origin
- Moroccan zellige craft across Fès, Marrakech, Tétouan, and Meknès.
- How we use it
- Drawn from scratch in code as our brand star, hoodie back print, and subtle 4% background pattern.
·AZUL
Azul — Hello
Azul: "hello" in Tamazight.
- Origin
- Tamazight greeting used across Souss, the Rif, the Atlas, and the wider Tamazgha.
- How we use it
- Printed on the Azul Oversize Tee alongside its Latin transliteration.
·ADRAR
Adrar — Mountain
Adrar: "mountain", for the Atlas line.
- Origin
- Tamazight word for mountain, rooted in the High Atlas, Middle Atlas, and Anti-Atlas.
- How we use it
- Paired with fine mountain contour lines on the Atlas Lines Premium Tee.
·YENNAYER · 2977
Yennayer — Amazigh New Year
Yennayer: the Amazigh New Year, an official holiday in Morocco on January 14. Jan 14, 2027 opens the year 2977.
- Origin
- Agrarian calendar celebrated across Morocco on January 14.
- How we use it
- Marks our first themed drop on January 14, 2027 (Amazigh year 2977).
