diff --git a/common/src/comp/inventory/item/item_key.rs b/common/src/comp/inventory/item/item_key.rs
index ea6cc5af88..28e33d2f8e 100644
--- a/common/src/comp/inventory/item/item_key.rs
+++ b/common/src/comp/inventory/item/item_key.rs
@@ -14,7 +14,7 @@ pub enum ItemKey {
     Empty,
 }
 
-impl<T: ItemDesc> From<&T> for ItemKey {
+impl<T: ItemDesc + ?Sized> From<&T> for ItemKey {
     fn from(item_desc: &T) -> Self {
         let item_definition_id = item_desc.item_definition_id();
 
diff --git a/common/src/comp/inventory/item/mod.rs b/common/src/comp/inventory/item/mod.rs
index f4e09bc8a5..fe67ab0962 100644
--- a/common/src/comp/inventory/item/mod.rs
+++ b/common/src/comp/inventory/item/mod.rs
@@ -14,13 +14,15 @@ use crate::{
     recipe::RecipeInput,
     terrain::Block,
 };
+use common_i18n::Content;
 use core::{
     convert::TryFrom,
     mem,
     num::{NonZeroU32, NonZeroU64},
 };
 use crossbeam_utils::atomic::AtomicCell;
-use hashbrown::Equivalent;
+use hashbrown::{Equivalent, HashMap};
+use item_key::ItemKey;
 use serde::{de, Deserialize, Serialize, Serializer};
 use specs::{Component, DenseVecStorage, DerefFlaggedStorage};
 use std::{borrow::Cow, collections::hash_map::DefaultHasher, fmt, sync::Arc};
@@ -342,6 +344,7 @@ pub enum ItemKind {
     },
     Ingredient {
         /// Used to generate names for modular items composed of this ingredient
+        #[deprecated]
         descriptor: String,
     },
     TagExamples {
@@ -383,6 +386,7 @@ impl ItemKind {
             },
             ItemKind::Throwable { kind } => format!("Throwable: {:?}", kind),
             ItemKind::Utility { kind } => format!("Utility: {:?}", kind),
+            #[allow(deprecated)]
             ItemKind::Ingredient { descriptor } => format!("Ingredient: {}", descriptor),
             ItemKind::TagExamples { item_ids } => format!("TagExamples: {:?}", item_ids),
         }
@@ -466,11 +470,28 @@ impl Hash for Item {
     }
 }
 
+// at the time of writing, we use Fluent, which supports attributes
+// and we can get both name and description using them
+type I18nId = String;
+
 #[derive(Clone, Debug, Serialize, Deserialize)]
-pub enum ItemName {
-    Direct(String),
-    Modular,
-    Component(String),
+// TODO: probably make a Resource if used outside of voxygen
+// TODO: add hot-reloading similar to how ItemImgs does it?
+// TODO: make it work with plugins (via Concatenate?)
+/// To be used with ItemDesc::l10n
+pub struct ItemL10n {
+    /// maps ItemKey to i18n identifier
+    map: HashMap<ItemKey, I18nId>,
+}
+
+impl assets::Asset for ItemL10n {
+    type Loader = assets::RonLoader;
+
+    const EXTENSION: &'static str = "ron";
+}
+
+impl ItemL10n {
+    pub fn new_expect() -> Self { ItemL10n::load_expect("common.item_l10n").read().clone() }
 }
 
 #[derive(Clone, Debug)]
@@ -1147,16 +1168,6 @@ impl Item {
         })
     }
 
-    /// Generate a human-readable description of the item and amount.
-    #[deprecated]
-    pub fn describe(&self) -> String {
-        if self.amount() > 1 {
-            format!("{} x {}", self.amount(), self.name())
-        } else {
-            self.name().to_string()
-        }
-    }
-
     #[deprecated]
     pub fn name(&self) -> Cow<str> {
         match &self.item_base {
@@ -1400,6 +1411,7 @@ pub fn flatten_counted_items<'a>(
 pub trait ItemDesc {
     #[deprecated]
     fn description(&self) -> &str;
+    #[deprecated]
     fn name(&self) -> Cow<str>;
     fn kind(&self) -> Cow<ItemKind>;
     fn amount(&self) -> NonZeroU32;
@@ -1420,6 +1432,18 @@ pub trait ItemDesc {
             None
         }
     }
+
+    /// Return name's and description's localization descriptors
+    fn l10n(&self, l10n: &ItemL10n) -> (Content, Content) {
+        let item_key: ItemKey = self.into();
+
+        let _key = l10n.map.get(&item_key);
+        (
+            // construct smth like Content::Attr
+            todo!(),
+            todo!(),
+        )
+    }
 }
 
 impl ItemDesc for Item {
diff --git a/voxygen/src/hud/bag.rs b/voxygen/src/hud/bag.rs
index 83c16f5f9e..2c1e50a0a4 100644
--- a/voxygen/src/hud/bag.rs
+++ b/voxygen/src/hud/bag.rs
@@ -3,7 +3,7 @@ use super::{
     img_ids::{Imgs, ImgsRot},
     item_imgs::ItemImgs,
     slots::{ArmorSlot, EquipSlot, InventorySlot, SlotManager},
-    HudInfo, Show, CRITICAL_HP_COLOR, LOW_HP_COLOR, TEXT_COLOR, UI_HIGHLIGHT_0, UI_MAIN,
+    util, HudInfo, Show, CRITICAL_HP_COLOR, LOW_HP_COLOR, TEXT_COLOR, UI_HIGHLIGHT_0, UI_MAIN,
 };
 use crate::{
     game_input::GameInput,
@@ -21,7 +21,7 @@ use common::{
     combat::{combat_rating, perception_dist_multiplier_from_stealth, Damage},
     comp::{
         inventory::InventorySortOrder,
-        item::{ItemDef, ItemDesc, MaterialStatManifest, Quality},
+        item::{ItemDef, ItemDesc, ItemL10n, MaterialStatManifest, Quality},
         Body, Energy, Health, Inventory, Poise, SkillSet, Stats,
     },
 };
@@ -81,6 +81,7 @@ pub struct InventoryScroller<'a> {
     slot_manager: &'a mut SlotManager,
     pulse: f32,
     localized_strings: &'a Localization,
+    item_l10n: &'a ItemL10n,
     show_stats: bool,
     show_bag_inv: bool,
     on_right: bool,
@@ -105,6 +106,7 @@ impl<'a> InventoryScroller<'a> {
         slot_manager: &'a mut SlotManager,
         pulse: f32,
         localized_strings: &'a Localization,
+        item_l10n: &'a ItemL10n,
         show_stats: bool,
         show_bag_inv: bool,
         on_right: bool,
@@ -127,6 +129,7 @@ impl<'a> InventoryScroller<'a> {
             slot_manager,
             pulse,
             localized_strings,
+            item_l10n,
             show_stats,
             show_bag_inv,
             on_right,
@@ -365,8 +368,18 @@ impl<'a> InventoryScroller<'a> {
             items.sort_by_cached_key(|(_, item)| {
                 (
                     item.is_none(),
-                    item.as_ref()
-                        .map(|i| (std::cmp::Reverse(i.quality()), i.name(), i.amount())),
+                    item.as_ref().map(|i| {
+                        (
+                            std::cmp::Reverse(i.quality()),
+                            {
+                                // TODO: we do double the work here, optimize?
+                                let (name, _) =
+                                    util::item_text(i, self.localized_strings, self.item_l10n);
+                                name
+                            },
+                            i.amount(),
+                        )
+                    }),
                 )
             });
         }
@@ -457,7 +470,8 @@ impl<'a> InventoryScroller<'a> {
                         .set(state.ids.inv_slots[i], ui);
                 }
                 if self.details_mode {
-                    Text::new(&item.name())
+                    let (name, _) = util::item_text(item, self.localized_strings, self.item_l10n);
+                    Text::new(&name)
                         .top_left_with_margins_on(
                             state.ids.inv_alignment,
                             0.0 + y as f64 * slot_size,
@@ -638,6 +652,7 @@ pub struct Bag<'a> {
     slot_manager: &'a mut SlotManager,
     pulse: f32,
     localized_strings: &'a Localization,
+    item_l10n: &'a ItemL10n,
     stats: &'a Stats,
     skill_set: &'a SkillSet,
     health: &'a Health,
@@ -663,6 +678,7 @@ impl<'a> Bag<'a> {
         slot_manager: &'a mut SlotManager,
         pulse: f32,
         localized_strings: &'a Localization,
+        item_l10n: &'a ItemL10n,
         stats: &'a Stats,
         skill_set: &'a SkillSet,
         health: &'a Health,
@@ -686,6 +702,7 @@ impl<'a> Bag<'a> {
             slot_manager,
             pulse,
             localized_strings,
+            item_l10n,
             stats,
             skill_set,
             energy,
@@ -805,6 +822,7 @@ impl<'a> Widget for Bag<'a> {
             self.pulse,
             self.msm,
             self.localized_strings,
+            self.item_l10n,
         )
         .title_font_size(self.fonts.cyri.scale(20))
         .parent(ui.window)
@@ -821,6 +839,7 @@ impl<'a> Widget for Bag<'a> {
             self.slot_manager,
             self.pulse,
             self.localized_strings,
+            self.item_l10n,
             self.show.stats,
             self.show.bag_inv,
             true,
diff --git a/voxygen/src/hud/crafting.rs b/voxygen/src/hud/crafting.rs
index 1984985f12..b28a085389 100644
--- a/voxygen/src/hud/crafting.rs
+++ b/voxygen/src/hud/crafting.rs
@@ -3,7 +3,7 @@ use super::{
     img_ids::{Imgs, ImgsRot},
     item_imgs::{animate_by_pulse, ItemImgs},
     slots::{CraftSlot, CraftSlotInfo, SlotManager},
-    HudInfo, Show, TEXT_COLOR, TEXT_DULL_RED_COLOR, TEXT_GRAY_COLOR, UI_HIGHLIGHT_0, UI_MAIN,
+    util, HudInfo, Show, TEXT_COLOR, TEXT_DULL_RED_COLOR, TEXT_GRAY_COLOR, UI_HIGHLIGHT_0, UI_MAIN,
 };
 use crate::ui::{
     fonts::Fonts,
@@ -19,8 +19,8 @@ use common::{
             item_key::ItemKey,
             modular::{self, ModularComponent},
             tool::{AbilityMap, ToolKind},
-            Item, ItemBase, ItemDef, ItemDesc, ItemKind, ItemTag, MaterialStatManifest, Quality,
-            TagExampleInfo,
+            Item, ItemBase, ItemDef, ItemDesc, ItemKind, ItemL10n, ItemTag, MaterialStatManifest,
+            Quality, TagExampleInfo,
         },
         slot::{InvSlotId, Slot},
         Inventory,
@@ -151,6 +151,7 @@ pub struct Crafting<'a> {
     imgs: &'a Imgs,
     fonts: &'a Fonts,
     localized_strings: &'a Localization,
+    item_l10n: &'a ItemL10n,
     pulse: f32,
     rot_imgs: &'a ImgsRot,
     item_tooltip_manager: &'a mut ItemTooltipManager,
@@ -171,6 +172,7 @@ impl<'a> Crafting<'a> {
         imgs: &'a Imgs,
         fonts: &'a Fonts,
         localized_strings: &'a Localization,
+        item_l10n: &'a ItemL10n,
         pulse: f32,
         rot_imgs: &'a ImgsRot,
         item_tooltip_manager: &'a mut ItemTooltipManager,
@@ -187,6 +189,7 @@ impl<'a> Crafting<'a> {
             imgs,
             fonts,
             localized_strings,
+            item_l10n,
             pulse,
             rot_imgs,
             item_tooltip_manager,
@@ -355,6 +358,7 @@ impl<'a> Widget for Crafting<'a> {
             self.pulse,
             self.msm,
             self.localized_strings,
+            self.item_l10n,
         )
         .title_font_size(self.fonts.cyri.scale(20))
         .parent(ui.window)
@@ -594,6 +598,7 @@ impl<'a> Widget for Crafting<'a> {
             .iter()
             .filter(|(_, recipe)| match search_filter {
                 SearchFilter::None => {
+                    #[allow(deprecated)]
                     let output_name = recipe.output.0.name().to_lowercase();
                     search_keys
                         .iter()
@@ -608,9 +613,11 @@ impl<'a> Widget for Crafting<'a> {
                     };
 
                     match input {
+                        #[allow(deprecated)]
                         RecipeInput::Item(def) => search(&def.name()),
                         RecipeInput::Tag(tag) => search(tag.name()),
                         RecipeInput::TagSameItem(tag) => search(tag.name()),
+                        #[allow(deprecated)]
                         RecipeInput::ListSameItem(defs) => {
                             defs.iter().any(|def| search(&def.name()))
                         },
@@ -667,6 +674,7 @@ impl<'a> Widget for Crafting<'a> {
                 !is_craftable,
                 !has_materials,
                 recipe.output.0.quality(),
+                #[allow(deprecated)]
                 recipe.output.0.name(),
             )
         });
@@ -1214,6 +1222,8 @@ impl<'a> Widget for Crafting<'a> {
                     };
 
                     if let Some(output_item) = output_item {
+                        let (name, _) =
+                            util::item_text(&output_item, self.localized_strings, self.item_l10n);
                         Button::image(animate_by_pulse(
                             &self
                                 .item_imgs
@@ -1221,7 +1231,7 @@ impl<'a> Widget for Crafting<'a> {
                             self.pulse,
                         ))
                         .w_h(55.0, 55.0)
-                        .label(&output_item.name())
+                        .label(&name)
                         .label_color(TEXT_COLOR)
                         .label_font_size(self.fonts.cyri.scale(14))
                         .label_font_id(self.fonts.cyri.conrod_id)
@@ -1926,6 +1936,7 @@ impl<'a> Widget for Crafting<'a> {
                         .was_clicked()
                     {
                         events.push(Event::ChangeCraftingTab(CraftingTab::All));
+                        #[allow(deprecated)]
                         events.push(Event::SearchRecipe(Some(item_def.name().to_string())));
                     }
                     // Item image
@@ -1963,7 +1974,13 @@ impl<'a> Widget for Crafting<'a> {
                             .font_size(self.fonts.cyri.scale(14))
                             .color(TEXT_COLOR)
                             .set(state.ids.req_text[i], ui);
-                        Text::new(&item_def.name())
+
+                        let (name, _) = util::item_text(
+                            item_def.as_ref(),
+                            self.localized_strings,
+                            self.item_l10n,
+                        );
+                        Text::new(&name)
                             .right_from(state.ids.ingredient_frame[i], 10.0)
                             .font_id(self.fonts.cyri.conrod_id)
                             .font_size(self.fonts.cyri.scale(14))
@@ -1972,14 +1989,35 @@ impl<'a> Widget for Crafting<'a> {
                     } else {
                         // Ingredients
                         let name = match recipe_input {
-                            RecipeInput::Item(_) => item_def.name().to_string(),
+                            RecipeInput::Item(_) => {
+                                let (name, _) = util::item_text(
+                                    item_def.as_ref(),
+                                    self.localized_strings,
+                                    self.item_l10n,
+                                );
+
+                                name
+                            },
                             RecipeInput::Tag(tag) | RecipeInput::TagSameItem(tag) => {
+                                // TODO: Localize!
                                 format!("Any {} item", tag.name())
                             },
                             RecipeInput::ListSameItem(item_defs) => {
+                                // TODO: Localize!
                                 format!(
                                     "Any of {}",
-                                    item_defs.iter().map(|def| def.name()).collect::<String>()
+                                    item_defs
+                                        .iter()
+                                        .map(|def| {
+                                            let (name, _) = util::item_text(
+                                                def.as_ref(),
+                                                self.localized_strings,
+                                                self.item_l10n,
+                                            );
+
+                                            name
+                                        })
+                                        .collect::<String>()
                                 )
                             },
                         };
diff --git a/voxygen/src/hud/loot_scroller.rs b/voxygen/src/hud/loot_scroller.rs
index 8799f2f8be..232dbe8c6b 100644
--- a/voxygen/src/hud/loot_scroller.rs
+++ b/voxygen/src/hud/loot_scroller.rs
@@ -2,11 +2,11 @@ use super::{
     animate_by_pulse, get_quality_col,
     img_ids::{Imgs, ImgsRot},
     item_imgs::ItemImgs,
-    HudInfo, Show, Windows, TEXT_COLOR,
+    util, HudInfo, Show, Windows, TEXT_COLOR,
 };
 use crate::ui::{fonts::Fonts, ImageFrame, ItemTooltip, ItemTooltipManager, ItemTooltipable};
 use client::Client;
-use common::comp::inventory::item::{Item, ItemDesc, MaterialStatManifest, Quality};
+use common::comp::inventory::item::{Item, ItemDesc, ItemL10n, MaterialStatManifest, Quality};
 use conrod_core::{
     color,
     position::Dimension,
@@ -58,6 +58,7 @@ pub struct LootScroller<'a> {
     rot_imgs: &'a ImgsRot,
     fonts: &'a Fonts,
     localized_strings: &'a Localization,
+    item_l10n: &'a ItemL10n,
     msm: &'a MaterialStatManifest,
     item_tooltip_manager: &'a mut ItemTooltipManager,
     pulse: f32,
@@ -76,6 +77,7 @@ impl<'a> LootScroller<'a> {
         rot_imgs: &'a ImgsRot,
         fonts: &'a Fonts,
         localized_strings: &'a Localization,
+        item_l10n: &'a ItemL10n,
         msm: &'a MaterialStatManifest,
         item_tooltip_manager: &'a mut ItemTooltipManager,
         pulse: f32,
@@ -90,6 +92,7 @@ impl<'a> LootScroller<'a> {
             rot_imgs,
             fonts,
             localized_strings,
+            item_l10n,
             msm,
             item_tooltip_manager,
             pulse,
@@ -153,6 +156,7 @@ impl<'a> Widget for LootScroller<'a> {
             self.pulse,
             self.msm,
             self.localized_strings,
+            self.item_l10n,
         )
         .title_font_size(self.fonts.cyri.scale(20))
         .parent(ui.window)
@@ -351,7 +355,11 @@ impl<'a> Widget for LootScroller<'a> {
                     &i18n::fluent_args! {
                           "actor" => taken_by,
                           "amount" => amount,
-                          "item" => item.name(),
+                          "item" => {
+                              let (name, _) =
+                                  util::item_text(&item, self.localized_strings, self.item_l10n);
+                              name
+                          },
                     },
                 );
                 let label_font_size = 20;
diff --git a/voxygen/src/hud/mod.rs b/voxygen/src/hud/mod.rs
index f25efa52ef..e6b6edc18b 100755
--- a/voxygen/src/hud/mod.rs
+++ b/voxygen/src/hud/mod.rs
@@ -98,7 +98,7 @@ use common::{
         },
         item::{
             tool::{AbilityContext, ToolKind},
-            ItemDesc, MaterialStatManifest, Quality,
+            ItemDefinitionIdOwned, ItemDesc, ItemL10n, MaterialStatManifest, Quality,
         },
         loot_owner::LootOwnerKind,
         pet::is_mountable,
@@ -1286,6 +1286,7 @@ pub struct Hud {
     world_map: (/* Id */ Vec<Rotations>, Vec2<u32>),
     imgs: Imgs,
     item_imgs: ItemImgs,
+    item_l10n: ItemL10n,
     fonts: Fonts,
     rot_imgs: ImgsRot,
     failed_block_pickups: HashMap<VolumePos, CollectFailedData>,
@@ -1341,6 +1342,8 @@ impl Hud {
         let rot_imgs = ImgsRot::load(&mut ui).expect("Failed to load rot images!");
         // Load item images.
         let item_imgs = ItemImgs::new(&mut ui, imgs.not_found);
+        // Load item text ("reference" to name and description)
+        let item_l10n = ItemL10n::new_expect();
         // Load fonts.
         let fonts = Fonts::load(global_state.i18n.read().fonts(), &mut ui)
             .expect("Impossible to load fonts!");
@@ -1380,6 +1383,7 @@ impl Hud {
             world_map,
             rot_imgs,
             item_imgs,
+            item_l10n,
             fonts,
             ids,
             failed_block_pickups: HashMap::default(),
@@ -2008,7 +2012,7 @@ impl Hud {
 
                     // Item
                     overitem::Overitem::new(
-                        item.describe().into(),
+                        util::describe(item, i18n, &self.item_l10n).into(),
                         quality,
                         distance,
                         fonts,
@@ -2091,20 +2095,27 @@ impl Hud {
                         )]
                     },
                     BlockInteraction::Unlock(kind) => {
+                        let item_name = |item_id: &ItemDefinitionIdOwned| {
+                            item_id
+                                .as_ref()
+                                .itemdef_id()
+                                .map(|id| {
+                                    let item = Item::new_from_asset_expect(id);
+                                    util::describe(&item, i18n, &self.item_l10n)
+                                })
+                                .unwrap_or_else(|| "modular item".to_string())
+                        };
+
                         vec![(Some(GameInput::Interact), match kind {
                             UnlockKind::Free => i18n.get_msg("hud-open").to_string(),
-                            UnlockKind::Requires(item) => i18n
+                            UnlockKind::Requires(item_id) => i18n
                                 .get_msg_ctx("hud-unlock-requires", &i18n::fluent_args! {
-                                    "item" => item.as_ref().itemdef_id()
-                                        .map(|id| Item::new_from_asset_expect(id).describe())
-                                        .unwrap_or_else(|| "modular item".to_string()),
+                                    "item" => item_name(item_id),
                                 })
                                 .to_string(),
-                            UnlockKind::Consumes(item) => i18n
+                            UnlockKind::Consumes(item_id) => i18n
                                 .get_msg_ctx("hud-unlock-requires", &i18n::fluent_args! {
-                                    "item" => item.as_ref().itemdef_id()
-                                        .map(|id| Item::new_from_asset_expect(id).describe())
-                                        .unwrap_or_else(|| "modular item".to_string()),
+                                    "item" => item_name(item_id),
                                 })
                                 .to_string(),
                         })]
@@ -3166,6 +3177,7 @@ impl Hud {
                 item_tooltip_manager,
                 &mut self.slot_manager,
                 i18n,
+                &self.item_l10n,
                 &msm,
                 self.floaters.combo_floater,
                 &context,
@@ -3213,6 +3225,7 @@ impl Hud {
                     &mut self.slot_manager,
                     self.pulse,
                     i18n,
+                    &self.item_l10n,
                     player_stats,
                     skill_set,
                     health,
@@ -3257,6 +3270,7 @@ impl Hud {
                 item_tooltip_manager,
                 &mut self.slot_manager,
                 i18n,
+                &self.item_l10n,
                 &msm,
                 self.pulse,
                 &mut self.show,
@@ -3337,6 +3351,7 @@ impl Hud {
                     &self.imgs,
                     &self.fonts,
                     i18n,
+                    &self.item_l10n,
                     self.pulse,
                     &self.rot_imgs,
                     item_tooltip_manager,
@@ -3503,6 +3518,7 @@ impl Hud {
             &self.rot_imgs,
             &self.fonts,
             i18n,
+            &self.item_l10n,
             &msm,
             item_tooltip_manager,
             self.pulse,
diff --git a/voxygen/src/hud/skillbar.rs b/voxygen/src/hud/skillbar.rs
index 80541ea8cc..5ba88056d1 100644
--- a/voxygen/src/hud/skillbar.rs
+++ b/voxygen/src/hud/skillbar.rs
@@ -19,7 +19,6 @@ use crate::{
     GlobalState,
 };
 use i18n::Localization;
-use std::borrow::Cow;
 
 use client::{self, Client};
 use common::comp::{
@@ -27,7 +26,7 @@ use common::comp::{
     ability::{AbilityInput, Stance},
     item::{
         tool::{AbilityContext, ToolKind},
-        ItemDesc, MaterialStatManifest,
+        ItemDesc, ItemL10n, MaterialStatManifest,
     },
     skillset::SkillGroupKind,
     Ability, ActiveAbilities, Body, CharacterState, Combo, Energy, Health, Inventory, Poise,
@@ -308,6 +307,7 @@ pub struct Skillbar<'a> {
     item_tooltip_manager: &'a mut ItemTooltipManager,
     slot_manager: &'a mut slots::SlotManager,
     localized_strings: &'a Localization,
+    item_l10n: &'a ItemL10n,
     pulse: f32,
     #[conrod(common_builder)]
     common: widget::CommonBuilder,
@@ -344,6 +344,7 @@ impl<'a> Skillbar<'a> {
         item_tooltip_manager: &'a mut ItemTooltipManager,
         slot_manager: &'a mut slots::SlotManager,
         localized_strings: &'a Localization,
+        item_l10n: &'a ItemL10n,
         msm: &'a MaterialStatManifest,
         combo_floater: Option<ComboFloater>,
         context: &'a AbilityContext,
@@ -375,6 +376,7 @@ impl<'a> Skillbar<'a> {
             item_tooltip_manager,
             slot_manager,
             localized_strings,
+            item_l10n,
             msm,
             combo_floater,
             context,
@@ -1008,6 +1010,7 @@ impl<'a> Skillbar<'a> {
             self.pulse,
             self.msm,
             self.localized_strings,
+            self.item_l10n,
         )
         .title_font_size(self.fonts.cyri.scale(20))
         .parent(ui.window)
@@ -1028,9 +1031,12 @@ impl<'a> Skillbar<'a> {
             let (hotbar, inventory, _, skill_set, active_abilities, _, contexts, _, _, _) =
                 content_source;
             hotbar.get(slot).and_then(|content| match content {
-                hotbar::SlotContents::Inventory(i, _) => inventory
-                    .get_by_hash(i)
-                    .map(|item| (item.name(), Cow::Borrowed(item.description()))),
+                hotbar::SlotContents::Inventory(i, _) => inventory.get_by_hash(i).map(|item| {
+                    let (title, desc) =
+                        util::item_text(item, self.localized_strings, self.item_l10n);
+
+                    (title.into(), desc.into())
+                }),
                 hotbar::SlotContents::Ability(i) => active_abilities
                     .and_then(|a| {
                         a.auxiliary_set(Some(inventory), Some(skill_set))
diff --git a/voxygen/src/hud/trade.rs b/voxygen/src/hud/trade.rs
index 63599aec65..4f0f8bb450 100644
--- a/voxygen/src/hud/trade.rs
+++ b/voxygen/src/hud/trade.rs
@@ -10,7 +10,7 @@ use vek::*;
 use client::Client;
 use common::{
     comp::{
-        inventory::item::{ItemDesc, MaterialStatManifest, Quality},
+        inventory::item::{ItemDesc, ItemL10n, MaterialStatManifest, Quality},
         Inventory, Stats,
     },
     trade::{PendingTrade, SitePrices, TradeAction, TradePhase},
@@ -35,7 +35,8 @@ use super::{
     img_ids::{Imgs, ImgsRot},
     item_imgs::ItemImgs,
     slots::{SlotKind, SlotManager, TradeSlot},
-    Hud, HudInfo, Show, TradeAmountInput, TEXT_COLOR, TEXT_GRAY_COLOR, UI_HIGHLIGHT_0, UI_MAIN,
+    util, Hud, HudInfo, Show, TradeAmountInput, TEXT_COLOR, TEXT_GRAY_COLOR, UI_HIGHLIGHT_0,
+    UI_MAIN,
 };
 use std::borrow::Cow;
 
@@ -98,6 +99,7 @@ pub struct Trade<'a> {
     common: widget::CommonBuilder,
     slot_manager: &'a mut SlotManager,
     localized_strings: &'a Localization,
+    item_l10n: &'a ItemL10n,
     msm: &'a MaterialStatManifest,
     pulse: f32,
     show: &'a mut Show,
@@ -116,6 +118,7 @@ impl<'a> Trade<'a> {
         item_tooltip_manager: &'a mut ItemTooltipManager,
         slot_manager: &'a mut SlotManager,
         localized_strings: &'a Localization,
+        item_l10n: &'a ItemL10n,
         msm: &'a MaterialStatManifest,
         pulse: f32,
         show: &'a mut Show,
@@ -132,6 +135,7 @@ impl<'a> Trade<'a> {
             common: widget::CommonBuilder::default(),
             slot_manager,
             localized_strings,
+            item_l10n,
             msm,
             pulse,
             show,
@@ -345,6 +349,7 @@ impl<'a> Trade<'a> {
             self.pulse,
             self.msm,
             self.localized_strings,
+            self.item_l10n,
         )
         .title_font_size(self.fonts.cyri.scale(20))
         .parent(ui.window)
@@ -362,6 +367,7 @@ impl<'a> Trade<'a> {
                 self.slot_manager,
                 self.pulse,
                 self.localized_strings,
+                self.item_l10n,
                 false,
                 true,
                 false,
@@ -530,7 +536,11 @@ impl<'a> Trade<'a> {
             let itemname = slot
                 .invslot
                 .and_then(|i| inventory.get(i))
-                .map(|i| i.name())
+                .map(|i| {
+                    let (name, _) = util::item_text(&i, self.localized_strings, self.item_l10n);
+
+                    Cow::Owned(name)
+                })
                 .unwrap_or(Cow::Borrowed(""));
             let is_present = slot.quantity > 0 && slot.invslot.is_some();
             Text::new(&format!("{} x {}", slot.quantity, itemname))
diff --git a/voxygen/src/hud/util.rs b/voxygen/src/hud/util.rs
index 63c655805e..bcaf1198f3 100644
--- a/voxygen/src/hud/util.rs
+++ b/voxygen/src/hud/util.rs
@@ -5,7 +5,7 @@ use common::{
         item::{
             armor::{Armor, ArmorKind, Protection},
             tool::{Hands, Tool, ToolKind},
-            Effects, Item, ItemDefinitionId, ItemDesc, ItemKind, MaterialKind,
+            Effects, Item, ItemDefinitionId, ItemDesc, ItemKind, ItemL10n, MaterialKind,
             MaterialStatManifest,
         },
         BuffKind,
@@ -15,7 +15,7 @@ use common::{
 };
 use conrod_core::image;
 use i18n::{fluent_args, Localization};
-use std::{borrow::Cow, fmt::Write};
+use std::{borrow::Cow, fmt::Write, num::NonZeroU32};
 
 pub fn price_desc<'a>(
     prices: &Option<SitePrices>,
@@ -61,6 +61,31 @@ pub fn price_desc<'a>(
     Some((buy_string, sell_string, deal_goodness))
 }
 
+pub fn item_text<'a, I: ItemDesc + ?Sized>(
+    item: &I,
+    i18n: &'a Localization,
+    l10n_spec: &'a ItemL10n,
+) -> (String, String) {
+    let (title, desc) = item.l10n(l10n_spec);
+
+    (i18n.get_content(&title), i18n.get_content(&desc))
+}
+
+pub fn describe<'a, I: ItemDesc + ?Sized>(
+    item: &I,
+    i18n: &'a Localization,
+    l10n_spec: &'a ItemL10n,
+) -> String {
+    let (title, _) = item_text(item, i18n, l10n_spec);
+    let amount = item.amount();
+
+    if amount > NonZeroU32::new(1).unwrap() {
+        format!("{amount} x {title}")
+    } else {
+        title
+    }
+}
+
 pub fn kind_text<'a>(kind: &ItemKind, i18n: &'a Localization) -> Cow<'a, str> {
     match kind {
         ItemKind::Armor(armor) => armor_kind(armor, i18n),
diff --git a/voxygen/src/ui/widgets/item_tooltip.rs b/voxygen/src/ui/widgets/item_tooltip.rs
index 0235c9fe1f..087d73ccfb 100644
--- a/voxygen/src/ui/widgets/item_tooltip.rs
+++ b/voxygen/src/ui/widgets/item_tooltip.rs
@@ -10,7 +10,7 @@ use common::{
     comp::{
         item::{
             armor::Protection, item_key::ItemKey, modular::ModularComponent, Item, ItemDesc,
-            ItemKind, ItemTag, MaterialStatManifest, Quality,
+            ItemKind, ItemL10n, ItemTag, MaterialStatManifest, Quality,
         },
         Energy,
     },
@@ -296,6 +296,7 @@ pub struct ItemTooltip<'a> {
     item_imgs: &'a ItemImgs,
     pulse: f32,
     localized_strings: &'a Localization,
+    item_l10n: &'a ItemL10n,
 }
 
 #[derive(Clone, Debug, Default, PartialEq, WidgetStyle)]
@@ -360,6 +361,7 @@ impl<'a> ItemTooltip<'a> {
         pulse: f32,
         msm: &'a MaterialStatManifest,
         localized_strings: &'a Localization,
+        item_l10n: &'a ItemL10n,
     ) -> Self {
         ItemTooltip {
             common: widget::CommonBuilder::default(),
@@ -377,6 +379,7 @@ impl<'a> ItemTooltip<'a> {
             item_imgs,
             pulse,
             localized_strings,
+            item_l10n,
         }
     }
 
@@ -450,6 +453,7 @@ impl<'a> Widget for ItemTooltip<'a> {
         } = args;
 
         let i18n = &self.localized_strings;
+        let item_l10n = &self.item_l10n;
 
         let inventories = self.client.inventories();
         let inventory = match inventories.get(self.info.viewpoint_entity) {
@@ -465,7 +469,7 @@ impl<'a> Widget for ItemTooltip<'a> {
 
         let equipped_item = inventory.equipped_items_replaceable_by(item_kind).next();
 
-        let (title, desc) = (item.name().to_string(), item.description().to_string());
+        let (title, desc) = util::item_text(item, i18n, item_l10n);
 
         let item_kind = util::kind_text(item_kind, i18n).to_string();
 
@@ -1266,7 +1270,8 @@ impl<'a> Widget for ItemTooltip<'a> {
     fn default_y_dimension(&self, ui: &Ui) -> Dimension {
         let item = &self.item;
 
-        let desc = item.description().to_string();
+        // TODO: we do double work here, does it need optimization?
+        let (_, desc) = util::item_text(item, self.localized_strings, self.item_l10n);
 
         let (text_w, _image_w) = self.text_image_width(260.0);