The word ‘Aeikyuu’ means eternity, perpetuity or immortality in Japanese. The textile brand is inspired by Indian hand weaving and spinning and is strengthened by Japanese technology and aesthetics. Therefore, for the logo, we fused elements derived from traditional Japanese symbolism. Kame (pattern on a tortoise shell representing longevity and strength), Sakura (flower representing freshness and beauty) and Origami (the art of paper folding) to create its logo. The colour story includes red (from Japan’s flag and Indian Bindu), white (stands for purity and divinity), and black (depicts formality and elegance).