A brand named Rubbish

Rubbish is a women's apparel and accessories brand from Nordstorm. Not much dope on the web as to why they called it Rubbish. May be it's the price. May be the R-word is the F-word for women! Whatever the logic, the name is quite bold. I hope the risk paid off. If it did, it will spawn a whole new bunch of anti-category names like Gutter (a mineral water brand), Deadly (a pain killer), Daily Shit (a newspaper) and Uglee (a chinese beauty parlour)!