I’ve named more products than I can remember. The good ones took a room full of people, a lot of research, and more rounds than anyone would care to admit. The best and worst typically start with the same question: How do we get to the core of the product in as few syllables as possible?

I really like naming things.

Paperback Twill Chino

Cabinessence Flannel

Draped Linen Lounge Lizard

Bulkhead Dungaree

Sno-Cap Shearling Trucker