The name comes from the Red Fox mainly found in the Bale Mountains. We wanted a name that is purely native to Ethiopia and Red Fox, an endemic and rare animal to Ethiopian Highlands, embodied so much.... the Red Fox live in large family packs with tight social bonds, facing threats and risks, struggling for survival. 

The Red Fox population is on a decline and is considered an endangered species. There are ongoing efforts to make sure it doesn’t go extinct. Watch the video below. We plan to donate a percentage of the proceeds to the Ethiopian wolf conservation programme.