Emergency medicine specialists on duty day and night, with imaging, laboratory and a 24/7 pharmacy steps away.
WHAT WE TREAT
One collection. One promise.
Emergency care brands promise everything and deliver noise. This collection promises one thing: gear that disappears into the practice. The launch had to match that restraint.
Your visit
Show the practice, not the product.
The page leads with people mid-practice, not with feature bullets. Pilates on the reformer, breath work in the studio, the last rep of a hard set. The gear is the thread. The practice is the point.
On site
Pre-orders sold out in five days.
First-run inventory cleared in five days. The waitlist for the second run grew by 9873 in the first month. Three About chains opened conversations about carrying the line.
At a glance
01
24/7
(emergency care)
Open every hour of every day, Monday to Sunday.
02
9873
(emergency short code)
One short call, or (+251) 961588888.
03
18
(departments on site)
Specialists in the same building when you need them.
Patient voices
Yabtsega Solomon
Patient, Habari Medical Plaza
“ Mira understood that training has to feel like the practice, not the pitch. ”
Every pitch we heard leaned on optimization language. Jin was the only one who talked about calm. The page feels like a five-minute breath in the middle of a hard day.
more departments
A LETTER, ONCE A MONTH. New work from the studio, fresh thinking from the founder, the occasional opinion. No filler. SUBSCRIBE BELOW.
