The legal name of the business has the "Bros" but Jens named it for his two sons, James and Harry, Sr., who Jens envisioned taking over the business together one day. James passed away at a young age, so Harry Sr. ran the business alone, and then passed it down to Sam's father, Harry Jr., who became the third-generation owner. In 2007, when modernizing the business identity and branding, the "Bros" was dropped for a logo redesign, website address simplicity, and of course, the fact that no brothers have run the business...yet.