What’s in a name

I remember someone in the UK laughing that a Swedish company was named Acne. The company started out as an advertising and media agency in 1996 but is now a large fashion company. I don’t notice the name anymore.

Ninjas in Pyjamas also makes me smile whenever I pass it. What is surprising is that they were established 25 years ago, before the age of social media and quirky tags. Given that it is a professional e-sports organisation, it is pretty well named too.

Klättermusen (climbing mouse) is a Swedish outdoor company. It probably concentrates on local markets, given the Swedish name and special letters. Although Fjällräven Kånken is pretty popular internationally so I could be very wrong.

Author: Janet Carr

Fashion, beauty and animal loving language consultant from South Africa living in Stockholm, Sweden.

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