[font="tahoma"][size="4"] [size="2"]It's still a bastardization of the word fusion.[/size][/size][/font] [:@]
Actually, it's not, because science isn't the only place where the word "fusion" is legitimately used. In fact, the word fusion was around long before anyone even theorized that nuclear fusion might be a possibility. Here's what Merriam-Webster has to say:
[/size][size="2"]Definition of FUSION[/size]
1: the act or process of liquefying or rendering plastic by heat
[/align]2: a union by or as if by melting: as A[/i]: a merging of diverse, distinct, or separate elements into a unified whole B[/i]: a political partnership : coalition C[/i] : popular music combining different styles (as jazz and rock) D[/i]: food prepared using techniques and ingredients of two or more ethnic or regional cuisines -called also fusion cuisine
3: the union of atomic nuclei to form heavier nuclei resulting in the release of enormous quantities of energy when certain light elements unite
Examples of FUSION [/size]
[ol][*]a fusion of different methods[*]a fusion of musical styles[*]The show is a fusion of news and entertainment.[*]The fusion of different cultural influences is evident in her sculpture.[/ol][/align][/align][size="2"]Origin of FUSION[/size]
Latin fusion-, fusio, from fundere
First Known Use: 14th century
It's probably the linkup of the word cold
that you're objecting to. Cold fusion
is still only a theoretical possibility, and it's strictly in the realm of science, but the concept of fusion has been used in fabrics for a long time. If the collar or cuffs on your shirt had no "fusing," they'd quickly become limp and shapeless.
I don't know why the company has linked cold
in their branding because we're not talking here about a cheap energy source or a garment that will produce energy (heat) in cold conditions, so it definitely could confuse consumers. But when it comes to branding there are few rules. I once came up with a brand name (Allegheny Trail) for a company, even thought there was no trail called the Allegheny Trail. So, whether I like the name "Cold Fusion" for garments or not, there really is no scientific or legal objection that will stand.
I agree that when branding and advertising get involved, they can definitely sometimes confuse people.