Why you shouldn't name your brand after yourself

A crash course in the dangers of using your own name when starting a new business

"What do they say in fashion? Whatever else happens, hang on to your name, because ultimately that’s all you’ve got." Tim Blanks for Fantastic Man no. 4, 2006

You’re a young designer launching a new brand; what should you call it? The most obvious thing to do is name it after yourself, right? If it's good enough for Alexander McQueen, Phoebe Philo and Vivienne Westwood, it's good enough for you. Well, if that's the case, at least do your research first. For some, using a personal name can create unexpected challenges, both legal and personal. Or just take the advice of Susan Scafidi, founder of the Fashion Law Institute and high priestess of fashion legality, who tells us, “Don’t put your name on the label!!”