renewal

The name Idony derives from Iðunn, the Norse goddess of spring, renewal, and providing everlasting youth to her fellow deities. 

When trying to find a name for this project, I wanted to find something that felt right. After years of uncertainty in myself and my work, I needed to create something that allowed a margin of error and grace, something that felt like a rebirth in my craft and myself.

To allow a rebirth of yourself is to cut to your very core and to dig your way out, removing all elements of toxins and negativity. It is a process that cannot happen overnight, and it is never ending, constantly repeating. We should be constantly fighting to become the best version of ourselves. 

We have discarded the idea of a rebirth and replaced it with a rebrand, commodifying and dehumanizing ourselves. I am not a brand to be marketed. I want Idony to feel human, real, vulnerable. I do not want to lose sight of the fact that I am human, and my readers are as well. In a constantly convoluted world where facts are often misconstrued by opinions, there has never been a time where understanding one’s place in this universe has been so essential. Humans now, more than ever before, feel a need to get real, to disconnect, to feel. 

I often find myself wanting to unplug completely from the world, but now I realize that to get introspective, you must first observe the world. You must use your experiences to then find how you fit into the greater schemes of things. Delusions and imagination can only take you so far. Introspection requires understanding what the reality of a situation is, and what your personal reality is.

I want to stay tapped into the cultural zeitgeist and figure out how it applies to me. After years of feeling like an outsider, I want to use that constant inner ostracization to look at the world. So often, I find we experience quick bursts of emotion collectively without figuring out our personal understandings. I want Idony to be a place where we get internal, observational, and honest with ourselves before reacting. I think it’ll make us kinder, more compassionate, more loving. Let’s deconstruct our egos so that we can love again, and love better.