Fashion Statement makes custom LED products such as T-Shirts, powered by 2x AAA batteries in a hidden battery pack. I was exhilarated when my business partner came up with the name "Fashion Statement" for our burgeoning light up apparel company. Although we loved the pun, we did not anticipate how easily it would fly over people's heads. It is often misread, with people thinking our name is "Fashion Statement," and sometimes people assume it is spelt "Flashing Statement." For an online company, this can create a problem to find us in search engines—and autocorrect doesn't help. Puns are catchy and memorable in a name, but if you're not careful, they can also work against you.