They have a related name service for friendly names, IPNS, however it's difficult to find more information about this service.
The second property is, you can use DNS TXT records to provide shortnames that map to the pubkey (or, I believe, to a static hash-id also). Run 'dig txt ipfs.io' to see an example.
EDIT: this is also helpful https://github.com/ipfs/examples/tree/master/examples/ipns
The only catch is that you need to republish regularly (I do it using cron two times a day) otherwise the IPNS do not work after some time, but I'm not sure it still is the case.
They talked a little about it in this video [1], but that's all I could find.