Tadashii 
is a Japanese character translated as right, positive, genuine or just.
These are fine qualities in themselves, and are core values for Justin.
However the character itself is also especially important to him. He was born in Japan, and his parents chose this character for him then because it best matched the literal meaning of his name. In addition, the character itself can be read as the initials “JE”.
When Justin was setting up the company it was a natural step to name it Tadashii, as a constant reminder of the values and because it is a great graphic image!