Fritinancy Fashion Week continues with the story of a venerable retailer, a mysterious ad, and a clever tagline/hashtag.
The September 2015 issue of American Vogue contains 832 pages, and on only two of those pages do we see women who aren’t whippet-thin. The women on those two pages are photographed in silhouette against a gray background, and although the spread appears to be an ad, no brand is identified – there’s only a date (9.14.15), an enigmatic hashtag (#PlusIsEqual) and web URL (plusisequal.com), and “It’s time for change. Be part of it.”
Canadian retailer Kit and Ace – see my post about the company name here – is adding coffee shops to its boutiques: The first Sorry Coffee opens tomorrow in Toronto. “Sorry” can mean “worthless” or “inferior,” but here it’s “an attempt to poke fun at Canadians — a winking nod to the quick-to-apologize stereotype,” co-founder J.J. Wilson toldthe Star. Be sure to pronounce it the Canadian way: SORE-ee.
How do you translate a colloquial, nonliteral expression like Trainwreck—the title of the new Amy Schumer feature film—into non-English languages? IMDb has a list of global akas; Mashable has helpfully re-translated some of them. (Not included in the Mashable list: Y de repente tú (“And suddenly you”), probably the most romantically inclined of the bunch. In France, by the way, the official title is Crazy Amy—yes, in English.
Translation of the French Canadian title, Cas désespéré.
Three guys were watching HBO’s “Silicon Valley” when it occurred to them to create a dictionary of jargon used on the show. The result is Silicon Valley Dictionary, where you’ll find definitions for terms like This changes everything (“Nothing has changed. Pure marketing”) and Awesome journey (“used when a startup has failed”).
And Plenti’s plenty for me, since the name has been claimed twice.
In May, American Express launched Plenti, a loyalty program that allows consumers to earn “Plenti points”—one for each dollar spent at 10 brick-and-mortar retailers.
The catch: Until some time in the future to be determined, you can redeem those points at only four retailers: Mobil gas stations, Macy’s, Rite Aid, and Exxon.
Plenti was designed to be a rewards card, not a credit card. But, rather confusingly, AmEx also offers a Plenti credit card.
And because one Plenti isn’t enough, here’s Yoplait’s Plenti, Greek yogurt stuffed with healthy stuff (“and other natural flavors”).
Just in case you’re unsure, the packaging spells it out: Plenti is short for “plentiful.” (Discovered at The Impulsive Buy.)
Speaking of plentiful, I note with moderate pleasure that the dating site Plenty of Fish now uses the URL pof.com. Its previous incarnation, plentyoffish.com, always looked to me like as “Plenty Offish,” which seemed plenty offputting. On the other hand, “pof” is perilously close to poofand P.O.S.
Unrelated, but also new this year from Yoplait: Greek 100 Whips! (exclamation mark sic).
Sweet, creamy, and well disciplined. Consenting adults only. Fifty shades of grape. Image via Midlife at the Oasis.
The company has an athleisure*(athletic + leisure) pedigree: one of the co-founders, Shannon Wilson, is married to Chip Wilson, who founded the yogawear pioneer Lululemon. The other co-founder is Chip’s oldest son, JJ. (Chip Wilson, who is an informal adviser to Kit and Ace, “resigned from Lululemon’s board last year, after a disastrous episode involving unintentionally see-through yoga pants,” writes Widdicombe.)
Where did the Kit and Ace name come from? Here’s Widdicombe:
JJ oversees branding for the Kit and Ace line. The name, he explained, refers to two imaginary “muses” that he and Shannon came up with. Kit is the name Shannon would have given a daughter (for Vancouver’s Kitsilano beach, “where all my dreams came true,” she said). “I think of Kit as Shannon in her heyday,” JJ said. “An artist at heart, a creator. A West Coast girl. An athlete.” Ace, her masculine counterpart, is “a West Coast guy. He likes things that are easy and carefree.” He filled out the picture: Ace surfs. “He’s graduated college. He’s thirty-two. He’s maybe dating The One.”
Could Ace be modelled on JJ? His parents teased. “He’s a bit of a pain in the ass!” Shannon said.
“A little pretentious,” Chip said, laughing.
There’s no explanation of the symbol that stands in for “and.”
Besides being plausible personal names, kit and ace have other relevant meanings. Kit can mean “a set of articles or implements used for a specific purpose” (a survival kit; a shaving kit), while ace can mean “expert” or “first rate.” Both words can function as verbs (to kit out, to ace a serve) as well as nouns.
This isn’t JJ’s first foray into retail, or into company names that follow the X + Y formula: He founded Wings + Horns, a menswear company, in Vancouver in 2004.
Kit and Ace sells clothes made from a washable fabric blend the company calls Qemir (sometimes uncapitalized; pronunciation uncertain): 81 percent viscose, 9 percent cashmere, 10 elastene. The company has applied for trademark protection for “Qemir” and for a tagline: “Technical Cashmere.”