The name joins two words that need no explanation. Bitcoin sets the theme; apparel is the standard trade word for clothing, used on shop menus, in wholesale catalogues and on sportswear labels. Together they describe a product range before any logo is seen. The .ch ending places the shop in Switzerland, a market where customers are used to local domains and where an English term reads the same for German, French and Italian speakers.
Strategically the name sits in the brand category: a ready-made storefront for a print-on-demand label, a capsule collection sold alongside a Swiss Bitcoin event, or the online shop of a boutique that already sells to the community. Because the words describe goods, the domain can carry a broader catalogue later — accessories, prints, gift sets — without a rename. A larger fashion house could also use it as a dedicated page for a Bitcoin edition.