In Fashion, A Name Grants Immortality … or Less Pretentiously: “Let’s Play Jeopardy!!” (10)

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Names often fool.
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But if moneys and longevity are at stake in a fashion game of changing trends and whimsical consumer fancies, then a good name – preferably not your boring own – should be used as a talisman to tide over the capricity of the business.

if you think you know your fashion history, and fashion pseudonym trivia, then let’s play Jeopardy!

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In a story that sounds strikingly similar to the launch strategies of G-Star and American Apaprel today, this next bit began in 1969. That year, former real estate agents Donald and Doris Fischer open doors to peddle Levi’s jeans, cassette tapes and record albums in San Francisco. It would only be a matter of time before the Fischers began to turn the whole shop to selling only their own brand of denims and casuals. The name of their shop takes inspiration from the cultural and social chasms between their own and their parents’ generations:
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The Gap.

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~ by acrylicstetson on October 6, 2007.

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