You may have to read this twice, because it’s complicated. The company known as Liz Claiborne is changing its name to Fifth & Pacific Companies to separate itself from the Liz Clairborne clothing brand, which the corporation sold to JC Penney, which now sells the Liz Clairborne brand exclusively. Got that? The corporation — whatever its name — still owns fashion brands including Juicy Couture, Kate Spade and Lucky Brand. According to New York Magazine, the new corporate name is supposed to reflect its roots in on both coasts, the Fifth Avenue coast and the Pacific coast. Or, New York City on the Atlantic, and Los Angeles on the Pacific. Except they couldn’t rename it Atlantic & Pacific because that’s a supermarket chain better known as A&P, which operated Food Emporium stores in New York City, which used to be called Daitch & Shopwell, which was actually founded by a family named Daitch, just as Liz Clairborne was founded by a talented lady named Liz Clairborne. And calling it Fifth & Melrose, or Fifth & Sunset, sounds like a TV sitcom. Am I confusing you? Anyway, you’ll probably never bump into the name Fifth & Pacific, unless you hang out on Wall Street.
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