Brand's Mission

Our mission: Home in the heart, identity in everyday life

Do you know that feeling when something is missing—an indescribable spark that burns within you because you feel misunderstood in your culture or identity? This feeling accompanies many of us who grew up as Gurbetçi in a country so different from the homeland of our parents and grandparents. It's a balancing act: Living in two worlds enriches us, gives us perspectives, but also leaves us with this longing for completeness—for our other half.

The saying "Bülbülü altın kafese koymuşlar, ah vatanım demiş" describes us perfectly. No matter where we are, we always carry our roots with us – they define us. But just as we are considered "foreigners" here, we are called "Almancı" in our homeland. Two identities that shape us, but often also leave us with the feeling of never fully settling in.

Our mission is to make identity wearable.
With our designs, we create not just fashion, but also a sense of belonging. Our products are more than fabrics and patterns – they are stories. Stories of families, friends, cultures, traditions, of togetherness, and the longing for a home that we can always carry with us, no matter where we are.

We may still be at the beginning, but our vision is clear: We want to connect hearts and strengthen roots with our work. Our goal is to be not just an online shop, but a movement. A movement that demonstrates that our identity is not an either/or, but a both/and.

Do you also want to make a difference?
Then join us. Take a tçay and carry a piece of home with you – every day, with pride.