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In 2005 Erika started her label Erika Hendrix (her maiden name)

In May 2010 after bringing out 4 of her own collections, and getting a bunch of awesome press, it was time for something new, Erika Hendrix just didn't seem right anymore.

During that time she was spending a lot of time studying her Cherokee roots. She was mostly fascinated by the history, culture, clothes, and their language. That is when she came across the word asuyeta, which means “chosen”. It’s just perfect, because all pieces that she hand make with so much  love are chosen for the gal who buys it.

That's how asuyeta was born.
21Publish - Cooperative Publishing