John Elliot changes corporate name

After seven seasons, John Elliot + Co. has decided to drop the "+ Co." from their name, and will now simply be known as John Elliot. During NYFW: Men's in July, the company was featured in Bergdorf Goodman's display windows with their brand name reading just "John Elliot." "We collectively realized we should drop the + Co., it really was a mouthful," namesake founder John Elliot said to WWD.

Beginning next month, all of the brand's labeling from their products to their website will simply read John Elliot.

In 2012, Elliot founded his eponymous label with his business partner Aaron Lavee. Currently, the brand has 50 retail accounts and a growing e-commerce business. “After our last show, we opened 12 accounts and the list is better than anything we could have imagined,” he said to WWD. “So we knew if we were going to pull the trigger on the name change, this was the season.”