A letter from the women behind Têra Kaia (formerly Arêt Basewear)
Remember back in 2016 when we launched our little baby brand Arêt Basewear? We do too. Well, it’s been quite a ride. Our first two years in business we learned how to get scrappy. We made something new. Something amazing. Something that really got people’s attention: basewear.
In these two years, we accomplished a lot, with very little. Our team learned how to wear lots of hats. We learned how to be flexible, how to pivot on a dime. We learned lots of lessons the hard way, and our joke in the Arêt office was “Everything that can go wrong, will go wrong, and is going to go wrong. Every time.”
Creating something so special with no resources is a lot like learning how to turn water into wine. It takes a certain kind of magic that is evident in every single part of the Arêt Basewear experience. This thread of magic is woven into every perfectly placed seam. It’s what drives every positive customer experience. The magic multiplies when groups of women from all over the country get inspired to support each other, and to get outdoors, together.
The magic is at it’s highest with every customer that tries on our top and thinks to themselves “I feel confident, beautiful, and proud of exactly who I am.”
As of April 1st, 2019 Arêt Basewear is growing up. Arêt Basewear will be operating under the name Têra Kaia.
All things in nature are cyclical: from the changing tides, the phases of the moon, and the passing seasons. We’re choosing to embrace the process of death and rebirth as our old brand fades away and is revived as something new.
No longer a toddler in the terrible twos, our brand knows exactly who she is. We’re shedding the old skin of adolescence, and leaving behind Arêt Basewear. We’re taking with us everything we’ve learned in the process: the ups, the downs, the successes, and the lessons learned.
By forming Têra Kaia we’re planting seeds that will allow us to flourish and to grow. We’re putting in place a solid foundation so that we can spread our wings and take flight into the future. We’re planning to spread the magic we’ve generated at much, much bigger scale.
If something seems a bit familiar, that’s because it is. Têra and Arêt are formed by the same characters, in reverse. Did you catch the anagram?
Basewear was originally designed to be worn both on land, and water. Derived from the Latin root “Terr” meaning Earth, and the Hawaiian word “Kai” meaning Sea, Têra Kaia represents our planet’s most fundamental elements. It is a name inspired by the outdoor spaces that breathe life into our existence. The outdoor spaces our basewear is designed to perform at it’s best.
The brand values you know and love from Arêt Basewear are the pillars of Têra Kaia. We’re adapting towards sustainability, creating a better experience, and most importantly promoting uniqueness, individuality, and self-expression.
We’ve always said, “If the wearer is the art, the basewear is the frame.” and that statement rings through into Têra Kaia, clear and true as ever. The biggest difference? Now, we’re equipped more than ever to weave the threads of magic into the future.
Têra Kaia. With you through wave crests and mountain tops.
The Têra Team
Want to learn more about how to represent our brand? Check out our updated Brand Guidelines & Press Kit for our new logo, name, and design guidelines.