Sunday, December 19, 2004

Faulty Structure

Another thought about shopping: I remembered how much I hate how Structure changed its name to Express for Men. Bad idea. I’m not sure if the name change happened in cooperation with the country’s overall movement towards a trendier and more feminine form of masculinity. Anyway, the name Structure just worked so much better. I’m fairly certain the store shifted its general clothes style a few more notches toward gay, but there’s no reason why it couldn’t have done that with the old name. “Structure” gives me connotations of firmness and stability, whereas the new name makes me think “girly shit — but for dudes.” Not cool.

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