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Adam Lippes Line Gets Name Makeover

Adampluseve, the contemporary sportswear brand founded by Adam Lippes, is undergoing a name change.

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.

This story first appeared in the August 10, 2007 issue of WWD.  Subscribe Today.