AdamPlusEve is Now ADAM Adam Lippes
ShopAdam.com is the new home for your favorite basics and fashion

In 2003, Adam Lippes decided to pursue his dream of creating wearable yet luxurious cotton basics and created the line Adam+Eve which in his words, “fused fashion with the perfect white tee.” Since then, the business has grown from luxury basics and loungewear into a full designer sportswear collection showcased on our new website ShopAdam (formerly AdamPlusEve.com). Adam decided it was time to change the company’s name to reflect the expansion of the brand and to alleviate confusion with the website Adam & Eve. Thus, Adam+Eve evolved into ADAM Adam Lippes.

The rationale behind the re-branding is well-captured in David Lipke’s article “Vision Quest” in DNR:

When designer Adam Lippes created a line of chic underwear basics for men and women in 2004, the name Adam+Eve seemed perfect for the start-up brand. Cute and catchy, the moniker evoked the clean, contemporary sexiness Lippes was aiming for.

However, after an appearance on Oprah exploded Lippes’ e-commerce business, he began to hear complaints that many of his potential customers were inadvertently logging onto the Web site of Adam & Eve, a prominent adult sex toy shop.

“We have great underwear – but not the edible kind,” says Lippes with a laugh. “I wasn’t really thinking about this when I named the company.”

To address the issue, about six months ago Lippes hired branding firm Lloyd&Co. to help create a new name and visual identity for the company – one that would produce less online confusion, as well as convey the label’s brisk expansion into sportswear. This holiday and next spring, the company’s new name – the simplified Adam – and new branding marks will be fully incorporated into its products and marketing.

Discover the collection from ADAM Adam Lippes
> Shop ADAM Women's Fashion and Adam+Eve Women's Basics Loungewear
> Shop ADAM Men's Fashion and Adam+Eve Men's Basics Loungewear
> Shop Oprah's Favorite T-Shirt and Lounge Pant
> Watch our Fall 2008 Runway Fashion Show