"The unique system represents every tribe," he said. "It represents the system they used to survive, how they struggled to keep their cultures, beliefs and traditions alive."
The name also reflects Powless's interest in graffiti, he said, and it distinguishes the company from similar clothing names on the market.
"It seems every graffiti artist uses the word unique," Powless said. "We wanted to stand out."
That philosophy is apparent in all of the company's designs, Begay said. The selling point is the big, bold images on the T-shirts. The young designers also are expanding the line to include jewelry, skirts, dresses and shoes—all with a look Begay calls "edgy and fresh."
It wouldn't have occurred to choose a name that's potentially confusing. That tells you how un-hip and un-edgy I am.