"If you don’t know how to pronounce the brand think of the word indigenous and change ous to ah."

At a UBC lecture last month I noticed the tag on the coat draped over the seat before me. The picture above is a twice rotated view.

Indygena is the brand name. (Is it owned and operated by whyte people?) A preliminary search revealed a $250, 000 "repayable contribution" from the Canadian Economic Development for Quebec Regions.

Following that, this:

Indygena is a Canadian company designing fashionable and functional outdoor clothing for women. Their motto is:

Original roots. Honest purpose. Modern design.

This fashion forward company is creating pieces for the modern woman who is both professional and put together in her daily life, but also busy and drawn to the wild. The clothing helps with these busy multi-functional lifestyles by being fashionable enough for daily life but technical enough to withstand the adventures that the modern Canadian woman finds herself on.

If you don’t know how to pronounce the brand think of the word indigenous and change ous to ah.