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Tite Kubo himself ( the creator of bleach ) gave two reasons to calling it that. One was a symbolic reason. As the soulreapers cleanse souls, it's like they are "bleaching" their souls. Like how bleaching in a clothes sense means to remove stains and blemishes, the shinigami remove sin and corruption from the souls. The other reason he gave is because "Bleach" was the name of his favorite Nirvana (thats right, kurt kobain nirvana)album.
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