Meet HOSH, the creative platform for Native American artwork founded by tapestry artist DY Begay and former footwear mogul Tom Tarica.
Do you know the word “hosh?” Pronounced wo-sh, the word comes from the Navajo language and refers to a sacred desert plant that is used for cleansing, medicine, and sometimes food. While the plant is regarded for its beauty, it’s also representative of respect: a respect for nature, for what the plant gives to the people, and for its significance beyond its physical properties.
It is this sense of respect and cultural connection that makes hosh the perfect term to encapsulate the creative platform founded by DY Begay and Tom Tarica. If you’ve never heard this word before or were unsure about its pronunciation, don’t worry. This was all a part of Begay and Tarica’s plan.
“It was meant to be a teaching moment to allow people to realize that there are many, many, languages that are spoken in our country,” Tarica said. “Yes, we made it difficult on ourselves by having a name that unless you really know, you don’t know; but we thought it was appropriate.” This teaching moment is just a small part of HOSH’s overall mission as a fashion company that celebrates and integrates Native American art. The brand is built on a desire to blend together tradition and innovation, exposing a new sector of consumers to the extraordinary work and techniques of Native American artists.
“We believe that there are voices that deserve a platform that supports both their creative expression and their livelihood and celebrates the beauty of each artist’s work and the stories they choose to share.”
DY Begay
“We believe that there are voices that deserve a platform that supports both their creative expression and their livelihood and celebrates the beauty of each artist’s work and the stories they choose to share,” Begay said. “I believe that their stories, their tradition, and their creative expression, that all goes hand in hand.”
Begay herself is a renowned tapestry artist and a fifth-generation weaver born on the Navajo Nation reservation. Her family is chockfull of artists from weavers to storytellers and weaving is a technique that is essential to her culture and family history. “Weaving is a very traditional medium that we practice as part of being a woman in my culture,” Begay said. “Part of our tradition is that weaving is a gift from the deities. It’s a gift that we honor and practice, and it provides for us with food and our creative juices.”
While Begay’s connection to Native American art stems from her heritage and family history, Tarica’s passion has unconventional origins. The former footwear mogul developed an intense love for this traditional artwork while studying in Arizona, a hub for Native American art. His lasting affection for the craft led him to Begay and to the creation of HOSH.
“About three years ago now I stopped working in the shoe business, which I was in for 31 years. I wanted to pivot and do something different,” Tarica said. “I went to the Native American area [in Utah] at the museum, and there were two historical weavings in the collection that they were displaying. I read the wall text, enjoyed what she said, and at the end of it, it said DY Begay.” Tarica reached out to Begay who was touched by Tarica’s desire to learn and commitment to understanding her work. He introduced the idea of HOSH and the pair developed a lasting friendship. They continued to speak on the phone and Tarica visited Begay in Santa Fe to discuss the brand and delve into the area’s rich art culture. Eventually, the duo turned their vision of a creative platform for Native American art into a reality.
“For the first time, [the artists] saw what we were hoping for, and they were having conversations with people who were at the gallery that were completely new to their art, new to their backgrounds, to their culture.”
Tom Tarica
HOSH officially launched on June 13 with an event at The Hole Gallery in New York City. The evening consisted of a cocktail reception and an exhibit, showcasing the intersection between Native American art and fashion. Surrounded by performers and practicing artists, guests were granted a first look at HOSH’s latest collection which blends Native American culture with contemporary design. “I think it clicked for a lot of people what we’re trying to do,” Tarica said. “For the first time, [the artists] saw what we were hoping for, and they were having conversations with people who were at the gallery that were completely new to their art, new to their backgrounds, to their culture.”
While the night was an exciting introduction, this is only the beginning for the incredible brand. As Begay and Tarica look to the future, two things are certain: HOSH will continue to act as an important creative hub, exposing a new sector of consumers to modern Native American artists, and Begay and Tarica’s friendship and conjoined passion will forge a company that is truly special.
“[HOSH] educates [consumers] and helps them to know who I am as a contemporary artist and as a contemporary native person,” Begay said. “We are living artists. We have to talk about us, how we practice, what we do, where we live and how we navigate this world today.”
All images courtesy of Hosh.
