Why is Bleach called Bleach

[LobsterMagnet]

Hello I've been wondering why is this series called bleach. Is it the name of a place or an important character or do the characters just like to bleach their hair. I haven't seen the series my self but my little brother has seen the first 8 episodes and even he dosen't know why it's called bleach. Do any of you know or did the creator just pick a title out randomly out of a hat?

[Souryusen]

There was some speculation as to why in this thread.