NEW YORK — Adampluseve, the contemporary sportswear brand founded by Adam Lippes, is undergoing a name change.
Starting in October, the company will be called Adam Adam Lippes, with a new logo and Web site called shopadam.com launching that month. The new name will coincide with the opening of the brand's first freestanding store in Manhattan's Meatpacking District. Lippes, creative director and chief executive officer, cited several reasons for the name change.
"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," said Lippes, 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."
Lippes said the new logo, which was designed by Doug Lloyd of Lloyd & Co., will be displayed on all products. Currently, the women's and men's lines have different labels, with the men's line label reading a+dam and women's a+eve.
"Adam will give the collections a true personality and will help solidify our brand for the future," he said. "Thanks to my parents, they gave me a great strong name, and it was the first name ever, so why not use it?"
Before starting his own brand four years ago, Lippes was the creative director for Oscar de la Renta from 1996 to 2003. Earlier this year, Lippes' company got a financial boost when Marty Wikstrom and Dawn Mello created an investment vehicle called The Atelier Fund, whose principal investor is Compagnie Financière Richemont SA. Its first investments included the Adam brand. Sources said Atelier paid about $9.5 million for a 35 percent stake in the brand, an investment that will help Lippes expand wholesale and freestanding retail businesses worldwide.
Exclusive: @britneyspears is continuing to expand her brand. The pop icon, who appears in @kenzo ’s latest campaign, is partnering with Epic Rights to launch a line of branded merchandise. Read @hernameislex ‘s story, link in bio. #wwdnews #britneyspears
The Duchess of Cambridge channeled Princess Diana’s look upon giving birth to Prince Harry, when she and the Duke of Cambridge departed the hospital with the new baby Prince this afternoon in London. #wwdeye #princeofcambridge
The new Prince of Cambridge has arrived! The Duke and Duchess of Cambridge posed with the 8-pound newborn. She wore a look from one of her go-to designers, @jennypackham. Tap link in bio for more. #wwdeye #princeofcambridge
Jewelry label @alisonlou has made a name for itself with fine jewelry that speaks to the Millennial market. Now @twallz21 reports that the label is bringing those playful ideas to a new affordable line of lucite hoops with the launch of Loucite by Alison Lou. Here’s a look from the line modeled by @emrata. #wwdaccessories
@sarahjessicaparker and @gilt are teaming up on a bridal ready-to-wear line. Tomorrow, Parker will launch SJP by Sarah Jessica Parker Bridal — and as part of the launch, Gilt will offer 15 exclusive styles from the SJP by Sarah Jessica Parker footwear collection that were designed to complement the new line. Made out of 10 styles, the line is designed for a variety of occasions, from bridal showers to receptions. Get more details on WWD.com #wwdfashion
A grooming moment between @tanfrance and @antoni last night at the The LGBT Community Center Trailblazer Awards honoring Anna Wintour, Ricky Martin and more. See more photos at WWD.com #wwdeye (📷: @lexieblacklock)
“It was a very surreal feeling. It wasn’t like we were in the studio together coming up with it — it’s more like he discovered it and loved it. I didn’t let myself get my hopes up, but then it happened it was very exciting,” said singer-songwriter @nombe on discovering that @pharrell would be using his song, “Cant Catch Me” on his HBO documentary series “Outpost.” The German-born singer — named Noah MacBeth — talked to WWD about feminism, using art as a platform for political expression and personal style. Read more on WWD.com #wwdeye (📷: @jilliansollazzo)
This season, denim is going west – in influence. Brands like @fathersdaughterla (pictured here), @tommyhilfiger Jeans, @levis and more are opting for raw, top-stitching styles. (Styled by @thealexbadia; 📷: @ryanplett)