TSE RENAMES TSESURFACE
NEW YORK — Tse is scratching half the name off its contemporary division, Tsesurface, and rebranding it TseSay for spring.
The move was made primarily because the company is in the midst of a global expansion that has taken the brand into regions where the Tsesurface concept literally would not translate, so the company came up with the more ubiquitous TseSay concept in-house.
The division’s new trademark and logo will feature a lower-case “tse” next to an upper-case “SAY” on all products and promotional vehicles beginning with spring deliveries, starting next month.
“In an effort to establish a more worldwide recognition of this collection, we needed to shift away from any attempt to translate Tsesurface,” said Joann Casa, executive vice president of Tse. “TseSay has more potential elasticity and serves as a pronunciation key, as well.”
Tsesurface was introduced with a collection for fall 1998, consisting mostly of knitwear targeted to the contemporary and young designer customers. It has been picked up domestically by Neiman Marcus, Saks Fifth Avenue and Henri Bendel and more than 90 other specialty store accounts, representing about 20 percent of Tse’s overall business. The company’s other collections include the Tse men’s and women’s lines, as well as higher-end Tse New York, designed by Hussein Chalayan.
Distribution for the spring collection under the TseSay label has expanded to include accounts in Korea, Japan and Hong Kong, as well as Bergdorf Goodman in New York.