By Richard Vorisek October 1st
Have you ever fallen in love with a creature you’ve never met? For me, it started with a picture—a wide, smiling face, feathery gills floating like a crown, and eyes that held a gentle, ancient wisdom. This was the axolotl, and like millions around the world, I was captivated. But my fascination soon turned to heartbreak when I learned the truth: this beloved "Mexican walking fish" of Mexican legend is vanishing from our planet.
That heartbreak is where our story begins. It’s the story of ourAXO, a brand born not just from a business opportunity, but from a profound sense of purpose.
The Axolotl's Plight: A Smile on the Brink of Extinction
Imagine a creature that can regenerate its own limbs, spinal cord, even parts of its heart—a real-life superhero living in the waters of Mexico City. For centuries, the axolotl thrived by the millions in the ancient canal systems of Lake Xochimilco. They were a vital part of the ecosystem and a cultural icon.
Today, it’s a different story. Official estimates are as low as 50-100 individuals remaining in the wild. Let that number sink in.
The reasons are a painful echo of our modern challenges: urban sprawl, pollution, and introduced predatory fish have decimated their only home. It’s a crisis happening right now, in our lifetime. And while there are about a million axolotls in labs, pets and aquariums worldwide (thanks to their incredible biological gifts), a world where they only exist in tanks is a world that has lost a piece of its magic.
The ourAXO Awakening: We Had to Do Something
As I fell deeper into the world of axolotls, I noticed something else. Their adorable image was everywhere—on t-shirts, onesies, plush toys, and blankets. The "axolotl marketplace" is a half-billion-dollar industry in North America alone. Yet, not a single company using their image was actually doing anything to save them. In fact, most of these products were made with toxic, non-sustainable materials—the very practices that contributed to the problem.
It was a massive disconnect. Here we have a generation—Gen Z and Millennials—who are passionate about climate action, animal extinction, and ethical consumerism. They want to buy from brands that align with their values. But in the axolotl space, that option simply didn't exist.
We saw a white space, not just for a product, but for a promise. What if we could transform this pop-culture sensation into a force for good?
Our Promise: A Business Built on People, Planet, and Profit.
This isn’t a corporate slogan for us; it’s our DNA. From day one, we built ourAXO as a "triple bottom line" company. This means we measure our success not just by profit, but by our positive impact on people and the planet.
Here’s how we’re turning that promise into action:
For the Planet:
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Saving the Axolotl: We are the only company donating cash for support by partnering directly with protected, branded "ourAXO farms" (or chinampas). These are safe havens where axolotls can thrive and breed, safe from predators and pollution. This isn't a future dream; UNAM University biologists doing now.
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Greening Xochimilco: We will be planting thousands of trees to create ourAXO parks, combating climate change and beautifying the local community.
For the People:
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A Hand Up, Not a Handout: We are laying the longer-term groundwork for a sustainable manufacturing village in Xochimilco, one of the most impoverished areas of Mexico City. This isn't about cheap labor; it's about providing a real living wage, healthcare access, training, daily meals, and education. We want to create generational change. And a series of factories that will only make 100% sustainable products. We will also have space for special artisans.
For the Customer (and the axolotl lover in all of us):
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100% Sustainable Products: Every item we sell—from apparel to gifts—will be 100% sustainably made. Think recycled materials, organic cotton, and eco-friendly inks. No exceptions.
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A True Community: We’re building a place where you can learn, share, and be part of the solution. Through authentic storytelling, social media, and our soon-to-come experiential store in Mexico City, we’re creating a movement.
This is More Than a Brand. It’s a Love Letter.
ourAXO is our love letter to the axolotl, to the planet, and to the idea that business can and should be a force for good. We are the first, and currently the only, brand in this space putting our profits where our purpose is. The love letter includes a call to action to join our movement,,,,
When you wear a ourAXO t shirt, cuddly hoodie or light a candle - you’re not just buying a product. You’re adopting a piece of the mission. You’re helping us build a farm, plant a tree, and provide a job. You’re telling the world that you believe in a future where magical creatures don’t just exist in stories, but continue to swim, smile, and regenerate in the wild where they belong.
The axolotl has been fighting for survival. Now, it’s our turn to fight for them.
Join us. Let’s save the smile.
Follow our journey, meet our team and axolotl ambassadors, and be the first to shop our collections by signing up for our newsletter at ourAXO.com. Together, we can make a difference.