Originally posted by: pegasussaint
Its called Bleach because "bleach" the cleaner is used to whiten things, to sanitize or clean. As a Soul Reaper his job is to send souls to the Soul Society which also means to cleanse the Hollows as well. Hence the name.
i like this theory better. afterall, he admitted that his hair is his natural colour. besides.. i don't know if you actually need to bleach your hair to get it orange? couldn't you just use dye.