Jirra is an Oromo word that means "We are alive" or "We are here." It was popularized as a political statement by Hachalu Hundessa, a revolutionary artist who was assassinated on June 29, 2020. Before he was killed, Hachalu put the plight of the Oromo people in his songs and demanded change in Ethiopia. "Jirra" is the title of one of his songs, in which he sang about how the Oromo people, despite years of war, displacement, and marginalization, are still here and will always be here.
In naming this product after a phrase he coined, we honor his legacy, exist, and insist to live the life that he fought for us to live.
