John Elliott is paring down.
After seven seasons, the buzzy men’s designer is eliminating the + Co. from his company’s official corporate name.
“It seems like such a silly thing,” he said.
What’s ironic is that his mother “relentlessly pounded into my head growing up that what’s wrong with my generation is that it was all about me, me, me. So what do I do but go and start a company under my own name.”
Although his mom might have disapproved, Elliott has caught the attention of key retailers including Bergdorf Goodman, Barneys New York and Saks with his youthful athletic-inspired aesthetic.
He said during the inaugural New York Fashion Week: Men’s in July, Elliott was featured in Bergdorf’s windows and the brand name just read: John Elliott. “So we collectively realized we should drop the ‘+ Co.’,” he said. “It really was a mouthful.”
So starting next month, all of the line’s branding — its label, its Web site — will just read John Elliott.
Elliott, who started the company with his best friend and business partner Aaron Lavee in the spring of 2012, said the brand now counts around 50 retail accounts worldwide as well as a strong e-commerce business.
“After our last show, we opened 12 accounts and the list is better than anything we could have imagined,” he said. “So we knew if we were going to pull the trigger on the name change, this was the season.”
Bet even Mom would approve.