I know. It’s supposed to sound like fuel. But that’s not what I see whenever I come across someone with one of these dumb backpacks.
Instead, my brain reads it as fool. Then full. Only on the third mental correction does it land on the right way to say it. Nobody asked me for my opinion, though, so instead of calling these backpacks something that makes sense, they went ahead with Fūl.
Fools.