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When the top Google results for a clothing company are sex shops and creationist web sites, changing the brand's name is probably a good idea. We're thinking specifically of designer Adam Lippes and his Adam + Eve line, recently renamed, simply, ADAM. It's a switch he's celebrating with a brand-new store in the Meatpacking District.
The 2,500-square-foot boutique at 678 Hudson Street between W 13th and W 14th Streets, formerly home to doggy primping salon Woof Spa, is set to open in a little over a week. The space will be outfitted with hand-glazed tiles and reclaimed wood and will feature a formal garden visible from floor-to-ceiling windows at the back of the store. Lippes will stock the shop with his popular soft cotton t-shirts and basic undies as well as his entire line of contemporary sportswear for men and women. Sounds like a good way to get your new name on the tips of everyone's tongues.
· ADAM Adam Lippes [Official Site]