Amid all the furore that Gucci is going fur-free, one piece of fashion news may have been missed: Coach is changing its name.
The American brand, which has raised its profile thanks to the inclusion of a ready-to-wear collection and a successful collaboration with the most followed person on Instagram, Selena Gomez, announced it will be changing its name to Tapestry on October 31.
“We searched for a name to reflect these values while also expressing the cultural diversity of our people and our brands for today and tomorrow,” said CEO Victor Luis. “In Tapestry, we found a name that speaks to creativity, craftsmanship, authenticity and inclusivity on a shared platform and values.”
Although Coach probably thought that no one would mind about the name change, several fans have taken to social media to complain with people calling the new moniker ‘trash’ and a ‘terrible idea’.
Coach changin their name to “tapestry” Trashh
— EddyMahAhAh (@EdDyMah7) October 12, 2017
Coach is now Tapestry and has a funky squiggly Y. Why’d they ruin the Y? One of the great business mysteries of the millennium. pic.twitter.com/vX5CDjX2Jb
— Kim Bhasin (@KimBhasin) October 11, 2017
— Leilani Pips™ (@PipsToDollars) October 11, 2017
Hangbag company Coach is changing its name to Tapestry. Am I the only one who thinks of the Carole King album my mother used to play?
— Darlene Rodriguez (@Darlene4NY) October 12, 2017
But fear not, for the handbag label will still be known as Coach. It turns out that the brand’s parent company (which is also confusingly called Coach) is changing to Tapestry, after buying accessory brands Stuart Weitzman and Kate Spade in 2015 and 2017 respectively.
Luis effectively told people to calm down, telling TheStreet: “No one will ever see the word Tapestry on a Coach store.”
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