The name G.O.D is the acronym for ‘goods of desire’, explains the company’s founder and CEO douglas young. Young’s aim was to create a uniquely hong kong brand, starting with its name, which is meant to sound like ‘jyu hou di’, a cantonese expression meaning ‘live better.’  In general, the rest of the world does not have a very good understanding of hong kong other than the cliches. I often see the brand as a kind of cultural ambassador’.

In cantonese, the apparently innocent english exhortation ‘delay no more’ is a well-known homonym for the hong kong’s most frequently heard curses 草泥马 (diu lay lo mo). Everybody knows that this is not acceptable to say in a polite society but this phrase is emblazoned on many of G.O.D’s most popular designs.

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