This is not a joke. Coach has decided to change its name to Tapestry this Wednesday. “It’s a wonderful metaphor for what we believe in, which is individual threads of different colors all working together to create a picture,” Victor Luis told NY Times, the chief executive.
This is how Coach fans reacted:
Tapestry is a terrible name. Sounds like something you'd find at a Hallmark Gold Crown store right next to (shudder) Vera Bradley. #coach
— George (@GML07) October 11, 2017
Exclusive: Coach Inc. is dead. Long live Tapestry! The new group gets a new name – https://t.co/357MFNDIbj
— Vanessa Friedman (@VVFriedman) October 11, 2017
Don't worry, the world-famous “Coach” logo will live on.https://t.co/jKiT2wZDd9
— HYPEBEAST (@HYPEBEAST) October 12, 2017
— Brian Sozzi (@BrianSozzi) October 11, 2017
When you find out Coach is changing it's name to Tapestry pic.twitter.com/pHckoA4cSE
— Rachel Herron (@RachelHerron) October 11, 2017
@coach please reconsider the name change. Tapestry is dusty old dark curtains that hang in grandmas house!
— Regina Wright (@mamamia589) October 11, 2017
At least the handbags will still be called Coach.
Image: Coach / Source: NY Times