I like how they are taking the name of the old, un-trendy business and applying it to their exciting startup. It's quite a bold move at this stage as nobody has really tried this before, but if it takes off, then in a decade or so we could see - who knows! - former textile wholesalers and import-export businesses on the Kingsland Road being converted into cool bars, but without bothering to take down the signage of their predecessors. (Though I guess Shoreditch will always be a few steps behind Camberwell.)