I know the story behind your name change, and I can't complement you enough on the way you handled it. But the new name is not engaging, it's off. It doesn't even connect to the imagery you have on your Kickstarter's page, and it feels like a rushed decision.

Also, I think you might have your priorities wrong. There certainly should be an emptional connection, but it should be that of your customers rather than yourselves. In the end it's not you who's going to be buying your shirts.