Longtime YES PLZ customers, and even some of our vendors, might have noticed our rather unusual formal company name: Car-Parts, Bottles, and Cutlery LLC, dba YES PLZ. It’s a bit of a mouthful, and definitely not your typical business moniker. So, how did we land on such a peculiar “Car Parts Name”? Let’s dive into the story behind it.
Back in 2018, when we were just starting out, the seriousness of a formal legal name seemed secondary to the excitement of launching our venture. I adopted the mindset that the legal name could be a bit of fun. The name itself is derived from a Björk lyric, a nod to my long-standing fandom. However, the actual inspiration to use it as a company name came from a tweet by rstevens, the artist behind the webcomic Diesel Sweeties.
Being a devoted Björk fan, the tweet resonated with me instantly. The idea of “Car-Parts, Bottles, and Cutlery LLC” as a company name struck me as genuinely hilarious and memorable. It was quirky, unexpected, and perfectly aligned with the offbeat brand personality I envisioned.
For those less familiar with Björk’s work, the lyric originates from Hyperballad, a track from her acclaimed second solo album, Post. The music video, directed by Michel Gondry, is a visually stunning and somewhat surreal depiction of the song’s themes.
The song Hyperballad itself is about escaping daily frustrations and concealing your aggressive side from loved ones, metaphorically represented by throwing “car parts” off a cliff. What exactly this has to do with our business? Perhaps nothing directly! But the whimsical and slightly absurd nature of the phrase “car parts, bottles, and cutlery” seemed to capture a certain playful spirit. Comedian Chris Fleming, in his Björk landlord persona, even humorously touched upon this very combination:
@chrisflemingflemingBjörk taunting her landlord #bottles #carparts #cutlery
However, not everyone shared my amusement, particularly my co-founder Sumi. She, tragically, isn’t a Björk enthusiast. Beyond that, the practical realities of having such a lengthy and punctuation-heavy company name soon became apparent. The Oxford commas, the hyphen, and the occasional ampersand, combined with the need to truncate it for various systems, turned out to be an administrative headache. We ended up maintaining a spreadsheet just to track the different variations that emerged when dealing with various bureaucratic and billing platforms. The initial joke started to feel more like an ongoing accounting prank.
Despite the administrative quirks, the “car parts name” has stuck, and it’s even inspired some unique merchandise! We recently launched a limited edition YES PLZ swag item: the car-parts hoodie! Inspired by streetwear aesthetics, I designed a logo incorporating our unusual name, and it looks fantastic embroidered on a high-quality Cotton Heritage hoodie.
Wearing the “car-parts hoodie” out in public has been surprisingly fun. Strangers have stopped to compliment it, sparking conversations about the intriguing “car parts name.” Whether they are Björk fans recognizing the reference or simply appreciate the unique design, the hoodie has become a conversation starter. For YES PLZ fans in the know, this hoodie is a must-have fashion piece that embodies our brand’s quirky and unconventional spirit. If you’re looking to add a touch of the unexpected to your wardrobe, consider grabbing one, but be aware they run a bit slim, so sizing up is recommended.
Embrace the unusual, and perhaps like me, you can make the “car-parts hoodie” your everyday staple!
