A muse is defined in the dictionary as, among other things, a guiding spirit and a source of inspiration.
 
All ancient myth exists in many versions in different places, and it is naturally flexible and adaptable, never more so than in the case of the Muses. Pausanias, writing his Description of Greece, claims that there were originally three muses, Melete (meditation), Mneme (memory), and Aoede (song). These became the Nine Olympian Muses – daughters of Zeus each of whom embodied one of the arts or sciences; Calliope (epic poetry), Clio (history), Urania (astronomy), Thalia (comedy), Melpomene (tragedy), Polyhymnia (religious hymns), Erato (erotic poetry), Euterpe (lyric poetry) and Terpsikhore (choral song and dance).
These muses did not create the laws and principles of the truths they protected but were the vessels through which many great men and women were inspired to build their very own larger-than-life masterpieces. 

They were the channel, the source of inspiration.

Plato, a wise sage and Greek philosopher, honored the poet Sappho as the 10th Muse. And what about 11? In numerology, the number 11 is considered a Karmic number. 11 is associated with intuition, illumination, and spiritual awakening. 11 represents higher ideals, invention, refinement, congruency, balance, fulfillment, and vision.

In our brand story, 11 MODERN MUSES refers to all the creative souls out there who are inspired by our stories but also are a source of inspiration themselves.

To everyone who wants to embrace a chaotically organized -always eclectic-  aesth-ethical intentional living.