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Use Joesho. I'm serious. It will end up being a cool name. Very few retailers will stock 420gear or 420 sport without you doing three times as much work on the beginning. Plus, you are limiting your audience and future growth potential.
On the other hand if you used Joesho all you would have to do is the normal stuff to get placement in stores.
Name doesn't matter as much anyway. Look at Enyce. No one knew how to pronounce it for the first four years in business but now they are in the top 4 of all urban sportswear lines.
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I've trusted my sites to them for over a decade...
Webair, bitches.
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