-sql "SELECT col_1 AS BetterName, col_2 AS ImprovedName FROM YourShapefile"

ogr2ogr -overwrite -f PostgreSQL PG:"dbname=YourDB host=YourHost user=User password=Password active_schema=Schema" -nlt POLYGON -nln TableName "WFS:[WFS_URL_HERE]" -a_srs EPSG:4230 -sql "SELECT shape.area AS shape_area, shape.len AS shape_len FROM [What goes here?]"