instead of focusing on the name you need to focus on a symbol or emblem for the company...so ppl can see the symbol and know what it is like the "nike swoosh". i personally like the lion type symbol that "Express" has. but no wussy bird or moose symbol like some of those preppy brands. and in order for me to wear the brand the shirts would have to be unbelievably cheap in price or extremely high in quality. for example "Affliction clothing" has unique feeling t-shirts. get passed their art on the t-shirts the shirt itself is super soft and light and the arms and bottom come cut alittle. you'd also want to market it to body builders but make them so that the company could cross over because people like the artistic ideas behind the clothing and not just because they are body builders.