Aboowe means brother.
It is the first word a lot of us learn outside the house. You say it to your brother, to your cousin, to the uncle at the shop and to the man who holds the door. It carries respect and warmth in three syllables.
ABOOWE the brand takes that word, and the others we grew up with, and puts them on pieces made well enough to wear every day.
Heritage you can wear to work.
Walaal. Hooyo. Nabad iyo caano. Shaah. The blue star. Nothing here is a costume. It is ordinary life, the way it sounds at home, set in clean type on good cotton.
Made to order, on purpose.
We do not guess what will sell and bin the rest. Your piece is printed after you order it, at the facility closest to you. It takes a few more days and wastes nothing.
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