The name 'sharks' originates from the first story that was put on the BlackMilkClothing website when JL decided to take it offline because BMC was so overloaded with orders.
The story was about JL feeling like he had been repeatedly savaged by a pack of sharks (while wearing a Lady Gaga style meat dress. It was a little weird).
"Sharkies... what a beautiful species. "
"Sharkies.... you're awesome. Mwah!