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!
Naarm
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
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.
Honour Country Collection
Our Honour Country Collection is for everyone who wants to wear their values with pride and recognise the lands we live on. These pieces celebrate the true custodians of this Country and remind us of the responsibility we all share to respect and care for it.
Honouring Country means acknowledging the deep, ongoing connection Aboriginal and Torres Strait Islander peoples have to this land, water, and culture. It’s about learning, listening, and taking meaningful action to support First Nations communities and causes.
When you wear items from this collection, you’re participating in a movement of awareness, respect, and solidarity helping to keep culture alive, visible, and honoured.
Always was, always will be Aboriginal land.
If the Wurundjeri, or any other, language is to live on, it must be allowed to change. Too much regulation can render any language obsolete. I was born in Aotearoa where many Māori words have found their way into New Zealand English and led, I think, to a better appreciation of Māori culture: not perfect, perhaps, but definitely better.
This is a load of woke shit, leave my Naarm alone, I am an aboriginal from the inner suburbs of Melbourne and this article is a load of bull shit, leave my NAARM alone and go buy some Solomon’s you woke weirdo
While I get the sentiment expressed in this article, we must not forget how over the past years both activists and the media have increasingly pushed words like ‘Naarm’ into the mainstream. When this happens it is natural for people to adopt the word and in doing so, they don’t always use it the way intended — but that’s just the trade-off when an idea enters the mainstream.
A city and a place are defined differently as well, so calling Melbourne by saying Naarm is also incorrect.
Thank you for posting this. Would love to see it spoken about in 2025. Very informational, gave me and my best mate a very good conversation.
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