So, Is H&M Naming Its Higher-Priced Chain "& Other Stories"?

Racked is no longer publishing. Thank you to everyone who read our work over the years. The archives will remain available here; for new stories, head over to Vox.com, where our staff is covering consumer culture for The Goods by Vox. You can also see what we’re up to by signing up here.

Either something got lost in translation, or H&M is really going to be naming its new, higher-priced chain "& other stories." According to The Local (via Sweden's daily newspaper Dagens Nyheter), "an application for copyright protection for the name and logo of '& other stories' was handed in to the Swedish Patent and Registration Office as well as to the international organization Wipo in Geneva, as early as last year." So, how long was this brainstorming meeting—two minutes?

It's not like we have a better suggestion or anything—if you do, feel free to leave them in the comments below and we'll do our best to see they get to Sweden—but the new name is a little strange, no? And hopefully, not what it'll actually be called.
· Swedish retail giant H&M confirms new ‘secret’ line [The Local]
· It's Official: H&M Is Launching a New Chain [Racked]