Communicating with brand names in the sustainable Finnish fashion industry

The global textile industry has a significant environmental impact since the current system for producing, distributing and using clothing exhausts natural resources. However, while there been growing awareness of negative impacts among customers, more companies have aligned themselves with principles sustainability. This paper investigates whether how express notion sustainability in their names. data consist 114 company brand names sustainable Finnish industry, supplemented information taken from webpages these companies. analysis focuses on semantic features names, it is based cognitive-discursive view metaphor theory. choice language examined as part name semantics. Many written story behind website. Names can convey direct notions circular economy (Pure Waste, Relove, Upcycler). that words referring to nature (Cocoon house, Weekendbee) an indirect relation corporate Some personal name, which underlines responsibility brand, or place may highlight locality. Valuing local production also name.