b.e.n.t.o

Just thought we’d clear a little something up… the little, luxe label that we’re feverishly working our socks off on is called Bento.

Not Bento Clothing.
Not This Is Bento.
Not Bento Fashion.
Just Bento.
Not ‘Just Bento’.
Bento.
That’s it.
Bento.

It’s named Bento after a bento box. It refers to the idea of a capsule, curated space of everything you need and want.

The reason our URL, Twitter, Facebook, Tumblr and so on profiles are named ‘thisisbento’ and not simply ‘bento’ is for the fairly mundane, but probably quite obvious reason that the word ‘bento’ is exceptionally popular around the world so the name is often already spoken for.

Other than being a lunchbox and a clothing label, Bento is also a database software, an enewsletter of neat things in Melbourne, a bar of the booze variety in Germany, a burger-asian-fusion (really) joint in NYC… and probably a stack of other things. Calling ourself thisisbento online means it’s easy for people to tell us from all the others.

If this is hard for you to get your head around, think of it like this:

Diane Von Furstenberg is often called DVF
Yves Saint Laurent is generally referred to as YSL
Lover is called loverthelabel online
Ashton Kutcher uses aplusk when cruising the interwebs

In summary: a url or username does not a brand make.

We only mention this because we’re consistently bemused when a photographer / stylist / store / PR agency / whatever writes to us saying how much they love This Is Bento… after all, how much can they love us if they can’t just look in the top left corner of the screen and see our logo?