Unfortunate name? Or genious marketing strategy?

H&M named their new cityslickers sleek mens jeans a name that described the product - perhaps all too well.

While "Fit sliq" sounds like perfectly a harmless description of tight jeans to anglo ears - it's quite raunchy when read out loud in Swedish. It means cunnilingus. Pineapple lick. Sesame seed lick. I'm out of euphemisms, fit is a lot more than that in Swedish, it's the c-word. So the city slicker is now a licker. Okaaaay..... I'm sure H&M are laughing all the way to the bank as Swedish men and the occasional lesbian raid the stores for a pair of these naughty naughty jeans.

about the author

Dabitch Creative Director, CEO, hell-raising sweetheart and editor of Adland. Globetrotting Swede who has lived and worked in New York, London, San Francisco, Amsterdam, Copenhagen and Stockholm.

Comments (7)

  • HaHaSoup's picture

    Remember that slogan for a small Amsterdam coffee place?
    "For coffee immediately. No decaf."

    Jun 09, 2006
  • Dabitch's picture

    Hahahaha! God you're right. I should put that back in my book. Innocent things that sound not-so-innocent when spoken are fun! At least when it's done on purpose.

    Jun 09, 2006
  • aiiobo's picture

    H&M is Swedish company right? This is so planned.

    Jun 09, 2006
  • Andreas-Udd's picture

    For the non Swedes, Fitt slick does indeed mean "cunt lick". I need these jeans!

    Jun 09, 2006
  • Andreas-Udd's picture

    For coffee..? Oh! Fuck off immediately. No decaf. Did you actually get away with that line?

    Jun 09, 2006
  • fairuse's picture

    This one made me laugh. I have had a chair at marketing product name brain(storm?) meetings. It was at the tech-seen-not-heard table but I did not mind. Sometimes I wanted to pull my hair out after half an hour. French, German and English name testing only. That said, google translate seems to have a new UI and amnesia. -> If "Fitt slick" is translated to english -- No 'C' word just pussy (ed: cat?) licking. Fun part: 'C' word in english will not translate and the swedish to english is one way. Bug maybe but funny that google translate sans 'beta' mark has George Carlin 7 words filter.

    Jan 02, 2010
  • SwedishGuy123's picture
    SwedishGuy123 (not verified)

    fairuse I'm not sure if I quite follow you on the end there - fittslick / fitt slick (pronounced exactly as any english speaking person would pronounce fit sliq) does indeed literaly mean exactly cunt lick. Fitta translates directly to cunt, not pussy. When put in front of a verb it becomes "fitt-*verb*". Fitta is equivalent to cunt, not pussy, seeing as cunt is a lot more offensive than pussy, and the word "fitta" is never used in any other way than in either a deragoratory manner or in porn.

    Oct 03, 2011

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