Mik Cire is a menswear label launched by Los Angeles designer Eric Kim in February 2010. The brand name is “Eric Kim” spelled backward. (Via You Look Fab, which called the Mik Cire collection “edgy,” fashion-speak for “unlikely to catch on within the next ten years.”)
Evitavonni—“innovative” spelled backward—is a UK-based interior-design firm that “offers a world of quiet elegance, subtle and ageless, but with a contemporary edge.” (Again with the edge!) The logo reinforces the backward concept.
John McGarvey, a copywriter in the UK, alerted me to a post he’d written about Evitavonni. He makes a reasonable point:
I’d love to know what process the company went through before coming up with that particular name. Because I’m struggling to see how backwards innovation can be a good thing. … To me, writing a word backwards implies the opposite meaning. So by that token, Evitavonni suggests a business that’s old-fashioned, change-resistant and set it its ways. Doesn’t it?
On the other hand, “Evitavonni” has an Italianesque quality that’s suitable for upscale home furnishings. And it had me singing “Don’t Cry for Me, Argentina,” which could be a good thing or a bad thing, depending on your tolerance for (a) Broadway musicals and (b) my singing.
(In case you were wondering, it's backward—and toward and upward and forward—in the US. British English adds an “s” to all those words. So both John and I are correct.)
Neerg started following me on Twitter, then unfollowed me after I DMd a friendly query about the name’s pronunciation. Well, then. The company, which launched in Venice, California, in 2010, prefers to spell its name all lower case—neerg—and doesn’t provide pronunciation tips: “near gee”? “neerj”? “neergue,” with a hard-g ending? But I do know how the name came about.
See the reflection? Yes, “neerg” is “green” spelled backward; the company is “an ecommerce store and community where producers of all sizes of green goods sell directly to consumers.”
As with Evitavonni, there’s a bit of a logical problem here: if it’s backward green, doesn’t that mean it stands for environmental waste and despoilment? Hmm. In any event, you may be interested to know that neerg organizes its offerings into “categreens.” Cate Greens? No, “green categories.”
Shouldn’t that be cateneergs?
Read Baby Name Wizard’s master list of backward baby names (for advanced babies, of course).
* From the OED: “loosely formed on Greek ἀνά back + ὄνυμα, ὄνομα name, which properly gives anonymn. (pre-occupied by another meaning).”