How did Nishiki get its name?

According to this article (from Bicycle Retailer and Industry News) about Howie Cohen, Cohen took over West Coast Cycles with his mother after his father's 1963 death -- eventually he decided to change the name of the bikes he'd begun importing from Japan under the American Eagle brand.

Cohen had overheard a customer suggest that WCC was trying to 'fool' customers by naming a Japanese product with an American-sounding name. Cohen knew his bikes were top quality and confident enough to have the Kuwahara factory workers compete to come up with a new -- and authentically Japanese -- name.

Two names won for WCC's two lines of bikes: Azuki* and Nashiki

Nishiki in Japanese is the name of the gold thread sometimes used in wedding kimonos.

I've heard it said that Nishiki was the first top quality brand of Japanese bikes -- and proud enough to wear a Japanese name. Either way, it's a great story.

And what a great, great life Howie Cohen has had so far.

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* Per Sheldon, Azuki was a "house brand" of Louisville Cycle & Hobby, Louisville, Kentucky.