Naming and Branding Agency

Posts from: January 2009

Catwalk catbox of shame

And then there were three. Two of the worst names in woman’s wear, Gap’s deceased F.A.T., and the hilariously mis-named Sag Harbor, have a new boxmate, Miss Sixty.

The design themes of this clothing company are based on sensibilities from the nineteen sixties. However, “sixties” and “sixty” have very different meanings to their young female audience. What twenty something woman would flinch at the notion of being a “Miss Sixty”? Every single one of them.

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