Why 'Naarmcore' is not an aesthetic!

Why 'Naarmcore' is not an aesthetic!

Why 'Naarmcore'
is not an aesthetic!

If you spend any time on TikTok you'll notice that 'Naarmcore' has become a trending word referring to 'Melbourne style'. Let us explain why this should not be a thing!


Many people have begun referring to 'Melbourne' as 'Naarm'. 
However, genuine decolonising practices must go much deeper than this simple gesture.
The word Narrm (Nairm, Naarm) can be spelt many ways and is a word used by both the Woiwurrung and Boonwurrung language groups of the Central Kulin Nation. 
In Woiwurrung language, people use this word to refer to 'the scrubland' of the now Greater Melbourne CBD area.
In Boonwurrung language, people use this word to refer to ‘the bay’ and refers to Port Phillip Bay area of Victoria.
We love when people switch out names of places for it's Traditional language place name. It makes Aboriginal people feel seen and heard, and is a piece of the truth telling that needs to happen in this country.
If we make the time and effort to understand the history and meaning behind Aboriginal languages and places we can decolonise the way we think and act. 
Using Aboriginal language to fit a trending aesthetic dismisses the 65,000 years history and depth of Aboriginal cultures, languages and practices. 

Decolonise the status quo

As an Aboriginal social enterprise operating on Wurundjeri Country, it's important that we educate ourselves and learn about the local language and history.
With permission and guidance from Wurundjeri people, we embrace and celebrate Woiwurrung language. 
You will find the word 'Wominjeka' in lights above the counter at our flagship store in Brunswick.
What does Wominjeka mean?
Womin - to come 
dji - I'm asking you to come
ka - purpose
We created a series of educational videos about Woiwurrung language with Mandy Nicholson. Mandy is a Wurundjeri-willam artist and Traditional Custodian of what is now Melbourne and surrounds.
These videos answer frequently asked questions about Woiwurrung language and how cultural knowledge is embedded in language.
If you are a person living on or visiting Wurundjeri Country we strongly encourage you to engage with these resources, we are fortunate to have. We all live on unceded Aboriginal lands and we have a responsibility to honour this Country. Educating ourselves about country and language is one way we can do this.

OG Collection

Our OG Collection is a staple for everyone's wardrobe. 
This simple OG tee was created for all Australians to lean in and support us to "Close the Gap" by "Clothing the Gap" and supporting the work of our Foundation.
The word 'NAARM' features on these tees and we acknowledge and respect the different meaning the word Narrm (Naarm, Narim) has to different mobs in the Central Kulin Nation.

OG Sale - 50% off 

If you have loved these tees from afar or are loving these yarns, now is the time to snatch up an OG tee for a bargain. The OG tee range is currently 50% off - be quick there are limited sizes left! 
When you wear our OG tees, it's an opportunity to educate others about our social enterprise, the work we do and for you to decolonise the way you think about and refer to places. 

So, ditch Naarmcore.

Celebrate the true custodians and culture of this Country by raising awareness of Aboriginal campaigns and causes and  spend your time educating yourself and elevating Blak business. 

 Always was and always will be, Aboriginal land. 


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