What’s in a Name?

Sorry I’ve been off the radar for a while, but there’s been a lot going on behind the scenes, namely…….rebranding. OY!

What comes to mind when hear the word “substance?”

Do you think of a person of substance, or something positive? Or does your mind immediately go to drugs and substance abuse?

After much soul searching and even more research, it turns out that there is a dire need for rebranding my luxury hemp clothing line, Think Substance.  While the name’s purpose was meant to literally provoke thoughtful consumerism, it seems that I may have missed the mark. We decided that a softer, more fashion oriented name was more representative of the luxury hemp we are bringing to the market. So after months and months of going back and forth between several names, it looks like we finally made a decision. I’ll be announcing the new name next Friday.

In the meantime, I wanted to share with you some factors that went into this decision.

I found my father-in-law’s 1946 College Dictionary lying around the house so I decided to look up the word “substance.”  Here is a pic of what I found:


Compare this to the modern definition posted below from  http://www.merriam-webster.com

sub·stance [suhb-stuhns]


1.  that of which a thing consists; physical matter or material: form and substance.

2. a species of matter of definite chemical composition: a chalky substance.

3. controlled substance.

4. the subject matter of thought, discourse, study, etc.

5. the actual matter of a thing, as opposed to the appearance or shadow; reality.

As you can see, controlled substance is now the third most popular definition of substance, but check out the date of origin for this word:

controlled substance


any of a category of behavior-altering or addictive drugs, as heroinor cocaine, whose possession and use are restricted by law.


The Nixon Connection

The Controlled Substances Act  was signed into law by President Richard Nixon on October 27, 1970. This is when the word “controlled substances” took root and it’s original meaning began to fade.


It’s definitely a bummer that I will not be keeping the name that I’ve grown so accustomed to, but my team and I have decided that we don’t want to fight a negative perception right out the gate. Thanks a lot tricky Dick!

I hope you’ll check back in next Friday when I will announce the new name. While the Controlled Substances Act is kind of a sore subject, I thought I would bring some levity this situation with this Rodney Dangerfield clip. Enjoy!!!!!

2 thoughts on “What’s in a Name?

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