With fashion brand names, how dumb you think it is kind of depends on how much you can tolerate some pretentiousness.
Lumen et Umbra: light and dark in latin? Pretentious as hell. But I still like the name.
Really it seems the only foolproof path is to have a really awesome/mellifluous name and just call your lable that. Rick Owens, Carol Christian Poell, Stephan Schneider, Peir Wu, etc.