Ex-Tabula Rasa

Why “Fuiru”?

We chose “Fuiru” as our Tumblr name because we believe this reflects the tough, no-nonsense attitude of the brand while simultaneously evoking feelings of mirth, girth and love for Mother Earth. Saying “Fuiru” out loud creates a mouthful of fuzzy vowelesse, like sifting icing sugar onto your face while lying on a tumblr dryer. This is something that we think makes this brand what it is. And what it is is Fuiru.

“Fuiru” is timeless, yet timely, like a watch given to you by your grandfather and which you found years later in an underwear drawer when you were looking for your cheque book. It’s a warm hug, like the sweet nestling comfiness of sleep, or death.

Fuiru can be anything you want it to be (except for hatred and pear compote). It’s a man waving to a loved one on a train. It’s a hawk guiding a lost ambulance to the nearest mental health clinic. It’s a verbal goodness pancake wrapped in sweet, sweet friendship blankets.

It’s the Japanese pronunciation of my first name.