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How to find a name for your fashion brand

Author: Anna R., February 17, 2025

Do you want to start your own fashion brand? One of the first and most important items on your to-do list is finding the perfect name. A good brand name is more than just a label - it is the flagship of your brand, the first impression customers get of you, and a central part of your branding. 

The name of your fashion brand should not only stand out, but also create an emotional connection and reflect exactly what your brand stands for. Whether you offer minimalist streetwear or exclusive high-fashion collections, the right name can make all the difference in how your brand is viewed from the outside.  

What makes a good brand name?

A good brand name is… 

  • Catchy: It should be easy to remember so that customers keep coming back to you. 
  • Relevant: The name should have a connection to the fashion world or your specific style. 
  • Unmistakable: Avoid names that sound similar to your competitors. 
  • Emotionally: Good names evoke emotions and create a connection with your target audience. 
  • Practical: Make sure that the name is available as a domain and legally protectable. 


Additionally, you should make sure that the brand name is culturally sensitive and does not evoke negative associations in the languages ​​that are relevant to your target audience. 

How do you find a good brand name?

The creative process may take some time, but with the right methods, you will find the perfect name for your own fashion brand. 

  • Brainstorming: Take a notebook and write down all the terms, ideas and associations that come to mind. Think about your personality, your fashion style and your target audience. 
  • Create mind maps: Combine terms that could represent your brand. This way you can discover new combinations or exciting topics. 
  • Word games and creative approaches: Combine words, invent new ones or play with different languages. Abbreviations or acronyms can also work. 
  • Get inspiration: Get inspiration from art, music, literature or fashion trends. Maybe there is a word or name that fits your style perfectly. 
  • Gather feedback: Share your favorites with friends, family, or even potential customers. Fresh perspectives often provide valuable insights. 
  • Visual associations: Think about how your brand name would look on a logo, label or advertisement. A name that also works well visually has great advantages. 

review and selection

Do you have a list of potential names? Great! Now it's time to get down to business: 

  • Trademark Law: Check whether the name is already used by another brand. A quick search at patent offices such as the DPMA (German Patent and Trademark Office) can help. 
  • Domain availability: Having your own website is essential. Make sure that your desired domain is still available. 
  • Market research: Test your favorites with your target group. How do the names go down? Are they easy to pronounce and remember? 
  • Long-term: Imagine what the name will sound like in ten years. Does it still fit your brand? 
  • social media handles: Check if the name is still available on platforms like Instagram, TikTok and Facebook. 

Examples of successful fashion brand names

Get inspired by well-known fashion brands.

Based on founder name:

  • Ralph Lauren
  • Levi's (Levi Strauss)
  • Adidas (Adolf Dassler)
  • Miu Miu (Miuccia Prada)
  • Vans (Van Doren)

Abkürzung that:

  • H&M
  • ASOS
  • LFDY
  • GCDS

Other related words:

  • Champion
  • Hollister
  • Puma
  • Fjallräven


neologisms:

  • Alo 
  • Zara
  • Bershka
  • Lululemon
  • Fenty

Mistakes you should avoid

  • Too complicated: Names that are difficult to pronounce or spell are less likely to be remembered. 
  • Too generic: Terms like “style” or “fashion” are boring and seem old-fashioned. 
  • Legal problems: Avoid names that may infringe trademark rights. 
  • Negative associations: Test the name in different languages ​​to avoid misunderstandings. 
  • Inappropriate connotations: Make sure the name doesn't have any unintended meanings that could put your brand in the wrong light. 
  • Chasing trends: Names that only target short-term fashion trends can quickly lose relevance. 

Conclusion

Finding a good name for your fashion brand is a challenge - but one that is worth it! Take your time with the creative process, get feedback and make sure the name is legally secure. With a well thought-out and suitable name, you lay the foundation for the success of your brand. 

A strong brand name is not only a symbol of your vision, but also a crucial factor in standing out in the fashion world. Be bold, creative and authentic - the perfect name is waiting to be discovered by you. 

Good luck with your name search and starting your own fashion brand!

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