Acronyms can be tricky things. How does Miyuki – Zoku contract to MKI? Does ‘Zoku’ (the Japanese for subculture or social group) not deserve a shout out in the contraction? Z will have to be content with its 10 point scrabble score and nothing more. Clearly the brand looks to emerging trends and quality production at an affordable price point instead of sensible acronyms. Probably a wise move. Middle fingers to the grammar police and shop MKI online and in-store.