^That's what ended up happening last time, though I think brand recognition isn't really a problem because all of their customers interact with them directly via forums and word of mouth. The logo is awesome though.
Lifelike. Since everyone's providing a backstory, might as well write a line on my reasoning: I've, sadly, never had the chance to handle a ToJ piece (getting there soon - well, actually I have a used varsity on the way, but it's the leathers I REALLY want) but from the online clamour, it's probably safe to say the quality and construction is top-notch. Having said that, I haven't had the opportunity to see this for myself in real life, so the only way I get to judge ToJ is through pictures. And the one thing that stands out is the impeccable fit. Lifelike, I think, encapsulates that feature. I want to get a ToJ jacket because it fits like a second skin and it looks fucking amazing. Also, I've always found single-word brand names more succint and punchy (Kitsune etc.).