Bethany Yellowtail’s “Faith” beach towel is inspired by the Apsáalooke (Crow) name given to her as a young girl: Ammaakeealaachelibaachiilakaacheesh, which translates to “Overcomes through Faith.”
The “Faith” design pays homage to her name, her family, the people and prayers that have guided her. Even the towel’s colors — hues of pink, blue and green — are specific to the Apsáalooke homelands that Bethany was raised on.
Yellowtail’s “Faith” towel is receiving incredible publicity courtesy of Hollywood figure and actress Jada Pinkett Smith, who included the towel in her 10-piece gift guide featuring the works of women and people of color, published in People magazine.
“Carrying energy that matches my home is essential when I travel. This gift exudes just that: faith, family and the Native American Apsáalooke homeland its founder was raised on. Cozy and woven jacquard-style, it’s always nice to have something meaningful on your body,” Pinkett Smith wrote about the towel for People magazine.
Northern Cheyenne/Crow, Yellowtail founded her fashion label in 2015 in Los Angeles.
As CEO and designer of the B.YELLOWTAIL label, Yellowtail specializes in storytelling through wearable art.
One day when the young entrepreneur was visiting the Crow Reservation in southern Montana, where she was born and raised, she recognized that local Native artisans were undervaluing their handmade, heirloom-quality jewelry, textiles and accessories.
Recognizing that technology could bridge the gap, Yellowtail launched B.Yellowtail Collective in 2016. The online shop features handmade work by Native American artists, and provides the respective artist with the majority of the proceeds.
“With tradition and culture at the heart of what we do, we’ve set out to share our Indigenous creative expression, while providing an empowering, entrepreneurial platform for Native peoples,” states the website BYELLOWTAIL.com.
While B.YELLOWTAIL primarily manufactures in downtown Los Angeles, Yellowtail continually seeks ways to bring jobs back to the Crow community.
On Facebook, the Crow Tribe has teased: “keep an eye out for a very special Crow Tribe of Indians Media/PR Exclusive with Bethany at her Los Angeles, California Studio.”