Choosing a Brand Name for an African Fashion Label

A good African fashion brand name is easy to say and spell, respects the meaning of any word you borrow, and is free to use as a domain and social handle. It should also not clash with an existing trademark. Test those four things before you print a single label.

Your name will follow your label everywhere, from your Instagram bio to your product pages. If you plan to sell online, it also appears on every try-on and size prompt a shopper sees, as covered in our guide to virtual try-on for African fashion brands.

This is general information, not legal advice. Use the official trademark offices linked below for rules that apply to you.

What makes a fashion brand name work?

Strong names share a few traits. Use this list to score each idea:

• Easy to say. Customers should be able to say it aloud after reading it once.
• Easy to spell. If people mistype it, they will not find you in search.
• Short. Short names fit on labels, tags and mobile screens.
• Clear meaning. You should know exactly what the word means, in every language it comes from.
• Room to grow. A name tied to one product, such as one fabric, can limit you later.

Say each shortlisted name to three people and ask them to write it down. The spellings they choose show you where search problems will come from.

Should you use a word from your own language?

Many founders use words from Yoruba, Igbo, Hausa, Twi, Swahili, Zulu and other languages. A meaningful word can tell your story and set you apart.

Take care with three points:

1. Check the meaning with a native speaker. Tone and spelling can change a word's meaning completely.
2. Check other languages. A word that is lovely in one language can mean something unwelcome in another that your customers speak.
3. Respect sacred or communal terms. Some words belong to a community, a ritual or a family. Using them for profit can cause offense. Our guide on cultural appropriation and African fashion explains how to think this through.

If you are using a word from a culture that is not yours, ask people from that culture first.

How do you check that the name is available?

Run these checks in order, and stop as soon as a name fails:

1. Search the name in Google, with and without "fashion" after it.
2. Check the domain you want. A .com is easiest for international shoppers.
3. Check Instagram, TikTok and other handles you plan to use.
4. Search the trademark registers of the countries where you sell.
5. Search business registries in the countries where you will register.

Keep a record of what you searched and when. It helps if a dispute arises later.

Do you need to trademark your brand name?

The US trademark office explains that a trademark is "any word, phrase, symbol, design, or a combination of these things that identifies your goods or services". It also says you are not required to register your trademark. Use alone creates some rights, but they are limited to the area where you provide goods or services. For stronger nationwide rights, you must register.

The UK Intellectual Property Office says you can register a trade mark to protect your brand. After you apply, it checks that your mark is not the same as, or similar to, existing marks.

Africa has regional systems as well. The African Intellectual Property Organization (OAPI) describes a centralized procedure for trademarks across its 17 member states, in West Africa, Central Africa and the Indian Ocean. Check the OAPI site to see whether your target countries are members, and look at the national office for any country that is not.

A lawyer or a registered trademark attorney in your market can tell you which filings make sense for your budget.

How can you test names with your customers?

Before you commit, run a short test:

1. Pick your top three names.
2. Show each to ten people in your target audience.
3. Ask what kind of clothes they expect from the name.
4. Choose the name whose answers match your designs.

A name for modest wear should not make people expect streetwear, and the reverse is also true.

What should you do once the name is chosen?

Lock it in quickly. Register the domain and social handles, and plan your Instagram strategy around them. Then register your business with the relevant authority. Put the name on your size charts, order forms and product pages so it looks consistent from first click to delivery.

When you add try-on and size recommendations to your store, use the same name in your product titles. The steps are covered in our guide on how to add virtual try-on to Shopify.

FAQs

Can I use a Yoruba, Igbo or Swahili word as my brand name?

Yes, many brands do. Confirm the meaning with a native speaker and make sure the word is not sacred or tied to a community that would object.

Do I need to trademark my fashion brand name before I launch?

You are not required to in the US, according to the USPTO. Registering gives stronger rights, so many founders do it once the name is proven.

Should my brand name match my domain?

It helps. Matching names make you easier to find and remember. If the exact .com is taken, pick a different name rather than a confusing variation.

What if another brand already uses a similar name?

Search the relevant trademark registers and consider changing yours. Similar names in the same product category can lead to disputes.