The word Aretê – (pronounced ah-reh-tey) has it’s origins in ancient Greece, where it was perceived as meaning ‘excellence of any kind’. Aretê appears frequently throughout Greek writing, but it was Aristotle’s Doctrine Of The Mean that flowered a more modern and widely accepted definition of the word. Aristotle’s writing was not just about the contemplation of good living, but also about a way to create a good life. Aretê from this point onward was not only a definition of excellence in a man but also became the description of a life in the pursuit of it.
As a brand, Aretê is built around the belief that excellence of any kind, whether in character or profession, is not one grand act or even a handful of large acts, but a sustained pursuit of more noble things. We believe in the notion in that ‘how you do anything, is how you do everything.’ Excellence can only come from every single act taken to the best of your knowledge and ability, big or small. Aretê stands for our commitment to the pursuit of excellence in men’s grooming and lifestyle.