Living With My Weird Brand Name

Where the Name Came From?

When I started my fashion brand, I never thought about using my real name or creating a typical fashion brand name.

I wasn't searching for a clever name or trying to build a concept around it.

The name appeared naturally, in much the same way my work does.

BLABLAHOSPITAL.

It was not a name I carefully designed as you see...

At that time, I never imagined that I would continue with this name for years and years.

Maybe that is why I could choose it so naturally.

I was simply creating from the moment I was living in.

How the Name Changed

Over the years, I have noticed something...

The way people called BLABLAHOSPITAL changed depending on the place, the time, and the people around it.

When I returned to Japan, people started calling it "Brahosu" (ブラホス).

At first, I wasn't used to hearing my brand called by a nickname.

But now, when I hear "Brahosu," I remember a certain time and the people connected to it.

It became another part of the story.

 

In my London time, 

Some people called it "BLABLABLA.... HOSPITAL." so many blabla!

Others simply called it "BLABLA."

I liked this one as a nick name!

Also sometimes press, emails, or documents had different spellings.

NAMES ARCHIVE

BLABLABLA HOSPITAL
Plablahospital
BRABRA HOSPITAL　(Only happened in Japan... Oh no!!)
BlaBla　Hospital
BLABLA
Brahosu / ブラホス

...and probably a few more.

The Official Name

So, what is the official way to write the name?

The answer is:

BLABLAHOSPITAL　

This is the spelling I use now 2026

No spaces and I love seeing it written in capital letters.

(Even though some of my clothing labels were written in lowercase letters or different styles)

But maybe the other versions were never wrong. They all became memories of the people and moments connected with this brand.

A brand is not only a logo anyway.

I want BLABLAHOSPITAL to continue growing through people, places, and time!