My 2c: It's a great name for the target market - which I think would be only a small percentage of the people on the styleforum. I like the 'edgy' name and think that if you're trying to play in the mass market - you need to catch the attention first. As has been said already though, a follow through with a great product is a must. I get that you don't have decades to built the cache of some of the brands bantered around here but consistent good or bad reviews will set the tone and direction of the company's future.
Just my 2c