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Well, I wanted to call it 'Hardon' (hartley/McDonough) but caren moaned: "what's wrong with you are you twelve?" and "seriously why would having the slang name for an erect penis be in any way beneficial to our brand?" as well as "I don't even know why I agreed to go into business with you, candy fades are cool, but other people do them and I think wishbones are overrated" so in the end we just poured scrabble letters on the floor and waited until something came out that looked good on a down tube.
By happenstance it ended up being the old English word for steel. Idk I still think hardon would have been best....
deleted
@coldharbour - what's the story on the name of the venture - Isen?
I'm on holiday, visiting with the wife's family outside Copenhagen. I'm reminded that 'isen' is the definite article of ice (is) in Danish. That is, 'isen' translates as 'the ice'.
Any Danish connection for you?
We'll be visiting a cousin's ice cream parlour in the city tomorrow (http://www.koedbyensis.dk) while watching the Rapha Nocturne races!