woo.php

add_filter( 'woocommerce_cart_item_name', 'custom_variation_item_name', 10, 3 );
function custom_variation_item_name( $item_name,  $cart_item,  $cart_item_key ){
    // Change item name only if is a product variation
    if( $cart_item['data']->is_type('variation') ){
        // HERE customize item name
        $item = $cart_item['data'];
        $item_name = $item->get_name();

        // For cart page we add back the product link
        if(is_cart())
            $item_name = sprintf( '<a href="%s">%s</a>', esc_url( $cart_item['data']->get_permalink() ), $item_name );
    }
    return $item_name;
}