Choosing a brand name is always meaningful, and UJO (有情) is no exception.
Inspired by Japanese Buddhism, this term refers to "sentient beings" —beings with feelings, consciousness, and emotion, such as humans and animals. This concept of sentience goes far beyond the simple opposition between the living and the inanimate. It invites us to reflect on how we interact with the world around us, on how each being is connected to a larger whole.
Sentient and non-sentient beings
In Buddhism, this idea of a connection between sentient and non-sentient beings is central. There is no clear separation between the living, the animate, and what appears to be lifeless, such as minerals. Some primitive forms of life, which lie on the border between the mineral and plant kingdoms, challenge these distinctions, and even plants can be seen as entities connected to the sensible world.
Connection between the individual and his environment
When I imagined UJO, I wanted this notion to be present in every aspect of the brand. Our vibrant and colorful creations symbolize this emotional energy and vitality that we all share. Through our designs inspired by years past, UJO seeks to celebrate this connection between the individual and their environment, the way we perceive, feel, and interact with the world around us.
By using recycled materials, we reinforce this commitment to a more harmonious world. We reinvent what already exists to create something new, with the conviction that every element, even recycled, has a new story to tell. This sustainable approach echoes the philosophy of continuity between the tangible and the seemingly inanimate, bringing each garment to life with a positive impact on the environment.