Why is the brand called Adish?

Adish means ‘apathetic’ in Hebrew. We wanted to name outright what our founders saw in the apathetic attitudes of many Israelis towards the occupation: apathy. By doing so, we wish to identify one of the foremost aims of Adish, which is to break through the apathy of many Israelis towards the violent occupation of Palestine and the oppression of Palestinian people by the state of Israel.