As a danish and german speaker, the name is hard to get used to, because it conflicts with all the lexical rules existent in nordic germanic languages. This name, lexically, does not make sense at all, also you won't find any word in nordic languages written like this. "shm" just does not exist and "øe" also is very very rare in northern germanic. On the other side in western germanic, "oe" is the "ö". So this gets even more weird. Haha. Nevermind! :-D I love such projects. Very well done! Looks beautiful. Sound is not mine, but that is a question of my bad taste.. ;-)
Haha :D
Yeah, I know. A danish speaking linguist friend of mine told the exact same thing the other day with very similar reasoning as yours. This name stuck with me for a long time as an idea if I ever want to start a _fake_ nordic brand - and I think for _that_ it’s perfect :D
I decided the start of the name is from the far north (Norrland) dialect of Swedish, since they pronounce the Swedish SJ sound as SH.
The letter Ø and especially clusters of pointless, not-pronounced consonants at the end of the word is very much Danish, so we can assume the second half is spoken like Danish øen, "the island" (two syllables, ø-en), and ignore the rgh :-)
