Our Story
For the love of Yorùbá™ (FTLOY) is a cultural lifestyle movement reconnecting the diaspora with language, heritage and community. From WhatsApp voice-note practice to sell-out events like Yorùbá Practice Live™ and our signiture For the love of Faji™ celebrations, we're creating joyful spaces where Yorùbá isn't just studied, it's lived. A safe space to not only practice Yorùbá but to connect with your roots.
Founder’s Story
Hi my name is Ìfẹ́, I was born in East London, surrounded by Yorùbá culture, especially within my home. I grew up hearing the language at home and at family gatherings, I could understand so much of it, however when it came to actually speaking, I would hesitate, stutter. I wanted to join in but I wasn’t confident and even sometimes felt embarrassed for attempting. I know that feeling of frustration and disconnection, of carrying the culture in your heart but not always on your tongue.
For the love of Yorùbá™ (FTLOY) began at a time when things felt overwhelming. I needed something to hold onto, something that kept me connected, grounded and hopeful. Those first WhatsApp voicenotes became my lifeline.
What started as a handful of practice messages between 2 friends quickly grew into something bigger: a community of people just like me. People proud of their heritage but yearning for a safe space to practice, learn and belong.
Today, FTLOY is more than a WhatsApp group. It’s a movement. A lifestyle brand. A community. Together, we are proving that culture is joy, resilience and survival.
