We are often asked how we name our clothes at White Coco and, honestly, why we even bother? When we first started out, w in this business, we just gave all our stock an individual reference number. It was easy back in the day when our collection was small, we had no shops, very few staff, and no reason to refer to any stock other than by its pseudo name. "I'm after a GM5061 in a Size Small," someone would cry. Not much identity linked to that really, was there?!

As the company grew, we decided to "christen" each piece. Again, it was easy in those days as we never ran out of names. Customers loved the fact each piece had an identity and personality (until they realised the dress they were falling in love with had the name of their husband's old girlfriend or, even worse, the school bully). On a more positive note, customers started saying that these names became their best friends and shopping buddies.

Over the years, the White Coco collections grew and grew, and our list of possible names started to dry up. We would pour over "Name Your Baby" websites, we'd be googling "Great French Girl's Names". We'd freeze-frame the cast lists at the end of films, we'd wade through the entire works of Shakespeare looking for the names of characters. (We once named a whole sleepwear collection after the cast from Midsummer Night's Dream). We'd drag ourselves back to school days and think of our entire classmate roll call, our son's ex-girlfriends, everyone we'd ever worked with.

We've named pieces from summer collections after hot holiday resorts, named hats and scarves after ski resorts... Talking of resorts, we've even resorted to naming pieces after our pets... allow us to introduce you to...

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Of course, there's always a conversation after a product has been given the name of a staff member. "Why has that old bag been named after me?", has been heard.

With an ever-increasing payroll, we do certainly end up naming products after staff...whether they like that product or not. "Does this skirt really look like me?".

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And then other staff namings are very successful indeed......

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Products have also been named after our customers. Many an hour has been spent looking at the first names of customers....have you spotted yourself yet? Infact, if your name hasn't been used yet, why not drop us a line at info@whitecoco.co.uk and suggest we use your name for our next best-seller?! We'll let you know when you are launched!

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