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iiiao originates from the designer’s name T(i)en Y(i)-Ch(iao). iiiao shares the same pronunciation with the word “desire” in Chinese. Desire is the starting point of doing. “i” represents an individual characteristic and “iii” can be interpret as teamwork strength. “i” is also an iconic letter in Finnish language, which symbolizes the Finnish design influence in Yi-Chiao’s work. The name clarifies the brand values itself: Continuously creating, individual expertise and multidisciplinary collaborations.