What’s in a Name?

“…That which we call a rose
By any other name would smell as sweet.”

Over the past few months since we last spoke (and believe me, you haven’t missed much), I have been doing some real thinking. One thought is that by obtaining part-time employment to suppliment income for the House, I’ve lost time to devote myself entirely to doing what I love to do. For now, however, that is of lesser importance. The real question I am asking myself is: What’s in a name?

I have, for the past few months, entertained the idea of renaming House of Fetch Couture as Bryan van Haughton. Not for purposes of vanity or noteriety, but for the simple fact that House of Fetch Couture doesn’t quite have the same ring to it that it once did, all those years ago. After 10 years of trying to build a reputation for a brand whose name was given by my 13 year old self, it hasn’t had the affect that I would have liked.

It’s not that I think changing the name will solve all of my problems—they’re rooted much deeper than that—but history would suggest that the most successful fashion houses of today (or all time, for that matter) are those whose titles are the namesakes of their founders. Marc Jacobs, Oscar de la Renta, Christian Dior, Nina Ricci, YSL, Chanel. All very successful and still thriving, even those which the founder has been deceased for quite some time.

If I ever want to reach that level, the brand name is the last thing I want people fussing over. “Why did you name it that?” and “House of Fetch Couture?” It’s all just gotten a little mundane and I feel like people are spending too much time looking at the name on the label than at the clothes themselves. Perhaps that could use an adjustment as well, but baby steps.

So, as the 10 year anniversary of House of Fetch Couture gift to myself, I think it has run its course. The brand image will not change and I’ll still do everything exactly the way I’m doing it now, there will still be a House, but not of Fetch Couture. Getting my internal struggle out on the blog once and for all has helped in my decision making as at the start of the post, I was still unsure. Now, I’ve come to a decision. A|W 2012-13 will be House of Fetch Couture’s final collection. When Bryan van Haughton the brand will launch is at this time unclear. I hope that those of you who have followed and loved House of Fetch Couture through the years will continue to do so as we transition and evolve into something greater. Your constant support means everything to me.

I love you all.

Yours,
Bryan van Haughton

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