An Australian-based active wear brand has recently come under fire for using the Māori language to name the brand despite the founder not being of Māori descent. 

Aroha Collective has been called out for alleged “cultural appropriation” after naming the brand after the Māori word for love.

Over the last week, the brand's comments on social media became inundated with responses to its name, with many users demanding answers on why Aroha was selected to represent the brand.

The brand has since turned off the ability to comment on many of its posts, sparking even more heat.

Founder and CEO Katie Bourke has now addressed the controversy in a video statement uploaded to the brand's Facebook page.

"We apologise for the delay in response regarding the current situation. We simply wanted to take the time to address everything in the most professional manner collectively rather than individually,” the post's caption reads.

“I want to personally come on here to apologise to the entire Māori culture,” Bourke began.

Our intentions were never to offend any of you; it was purely based on the fact that we wanted our brand surrounded by love.

She added, the brand's focus was for women to love the body that they’re in, “transforming from whatever physical or mental transition they’re going through”.

“This was never based on traditional culture. We’ve never branded as a Māori brand… We’ve always been transparent and the most transparent we can be, especially to any Māori people that do come in store.”

We are inspired by the meaning of love.

Bourke went on to explain they wanted “something different”, and didn’t want to use an Australian word of love because they thought it was “boring”.

Their choice to use “aroha” was because it was “different and unique”.

She does admit it was “surface research” and “the cultural ties” were something they were “not aware of until 6 months ago”.

The brand was first established on the Gold Coast in 2021.

“Please note that all the comments, all the hate, everything that’s been going on, is not going unnoticed, it’s not going ignored,” Bourke assured followers.

To all the women, all the men, to everyone who is upset… there’s absolutely no disrespect towards you… We wanted to spread love through your language.

While a name change isn’t an easy process and probably not one on the cards for Aroha Collective’s immediate future, Bourke does say they are weighing up what’s best moving forward.