Designer News. AdamplusEve Undergoes a Name Change. Second City Style Fashion Blog

Fountain of 30

August 10, 2007 • Fashion


What do you do when the name of your apparel line leads those searching the net to a porn site? Change your name. Adampluseve, the  sportswear brand founded by Adam Lippes, doing just that. Beginning in October, the company will be called Adam, Adam Lippes. A new logo and site ( will launch that same month.

Why October? So it coincides with the opening of the Lippes’ first freestanding
store (in Manhattan’s Meatpacking District).

found that there was a lot of confusion with our name since people who
searched for our brand online were led to a porn site," said Lippes. When people
searched for his brand, they were led to Adam & Eve’s Exotic
Boutique at "When we launched, I thought the name was
cute for a brand of underwear and T-shirts, but as we grew into a full
collection, we started to explore."

Source & Logo: WWD

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