The Yakuza is a Japanese crime syndicate but their name comes from a traditional Japanese game where the goal is to draw 3 cards that add up to 9. The cards 8-9-3 is the worst possible set of cards to draw and is pronounced ya-ku-sa in Japanese. The logo represents a form of punishment called Yubitsume where the pinky is cut off. The brand is a representation of how even if you are given a bad hand in life you can turn that around, you just got to get it how you live.