Found it in the bootloader, for sure we can change this, haha late state change @Mr.Blinky ?
;-------------------------------------------------------------------------------
;USB strings
#if DEVICE_PID == 0x0036
#define PRODUCT_STRING 'A','r','d','u','i','n','o',' ','L','e','o','n','a','r','d','o'
#elif DEVICE_PID == 0x0037
#define PRODUCT_STRING 'A','r','d','u','i','n','o',' ','M','i','c','r','o',' ',' ',' '
#elif DEVICE_PID == 0x003C
#define PRODUCT_STRING 'A','r','d','u','i','n','o',' ','E','s','p','l','o','r','a',' '
#elif DEVICE_PID == 0x9205
#define PRODUCT_STRING 'P','r','o',' ','M','i','c','r','o',' ','5','V',' ',' ',' ',' '
#else
#define PRODUCT_STRING 'U','S','B',' ','I','O',' ','b','o','a','r','d',' ',' ',' ',' '
#endif
#if DEVICE_VID == 0x2341
#define MANUFACTURER_STRING 'A','r','d','u','i','n','o',' ','L','L','C'
#elif DEVICE_VID == 0x1B4F
#define MANUFACTURER_STRING 'S','p','a','r','k','F','u','n',' ',' ',' '
#else
#define MANUFACTURER_STRING 'U','n','k','n','o','w','n',' ',' ',' ',' '
#endif
;-------------------------------------------------------------------------------
.section .data ;Initalized data copied to ram
;-------------------------------------------------------------------------------