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 [blank] 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.

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Anonymous Adgrunt's picture
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HaHaSoup's picture

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

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.

aiiobo's picture

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

Andreas-Udd's picture

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

Andreas-Udd's picture

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

Dabitch's picture

Indeed we did. :)

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. [do not filter is preference] -> 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.

SwedishGuy123's picture

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.