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Ah the interesting question! The answer is twofold.

Firstly, I grew up in Alaska, where native culture remains influential in everyday life from place names to local history. Fox and Raven are both important figures in the Athapaskan, Tlingit, and Haida pantheons, where they are often portrayed as smart and crafty (as they are in the wild!). At the heart of many of their myths lies a love for humanity; see for example the story of Raven Steals the Light, where it brings light to the world for all to benefit. I love this idea of a smart and tricky creature who fundamentally improves the world.

Secondly, my mother is Danish. Unfortunately certain reprehensible western subcultures have coopted much of Scandinavian mythology and symbolism to their own cruel delusions, so I have to be careful in how I honor that ancestry. BUT when researching possible company names, I learned that “fox” in Danish is “raev” and “fox’s” is “raevns.” The opportunity to put the two together just seemed right!