Follow-up

Was it only a year and a half ago that we experienced the trauma of the opening day of Heathrow’s Terminal 5 in London on our way to Paris?  Oy.  In the words of Samuel Goldwyn, we’ve all passed a lot of water since then.  Anyway, after that trip I wrote a post about the ACNE Jeans display we saw at Le Bon Marche in Paris, and for those who don’t feel like clicking on the link to reread it, suffice to say I expressed great derision for the mark.

Well, lo and behold, the New York Times has an article today about exactly that Acne Jeans company.  The Times, kinder than I am, merely dubs the name “off-putting.”  But what they do reveal is the etymology of the name: It is an acronym for “Ambition to Create Novel Expressions.”  Yes, take a deep breath.  It’s that lame. 

My mission now?  To create an award that will serve as the anti-Alt-0174 award for the crappiest name.  Whatever it will be named, I think Acne wins, with bonus points for its clunky acronym.