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Adam Lippes Goes Forward Minus Eve

Adampluseve to change name to Adam Adam Lippes in October to avoid confusion with adult Web site, reflect expansion of contemporary brand.

Adampluseve, the contemporary sportswear brand founded by Adam Lippes, is changing its name.

The company will be called Adam Adam Lippes, with a new logo and Web site called shopadam.com launching in October. The logo switch will also take effect with the opening of the brand’s first freestanding store in Manhattan’s Meatpacking District the same month.

Lippes, creative director and chief executive officer, said he changed the name for several reasons.

“We 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,” Lippes said, noting that after he was on “The Oprah Winfrey Show” last year, he started to get complaints from viewers about the name. When they searched for his brand, they were led to Adam & Eve’s Exotic Boutique at adamneve.net. “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.”