March 10, 2010  ·  style

Martin + Osa, we hardly knew ye

After months of rumours, the official word at last is that American Eagle is shutting down its Martin + Osa brand. There seems to be a market segment best defined as "Ho-Hum Basics", with plenty of players therein, but apparently this town wasn't quite big enough for them all. M+O was one of those brands where we'd look for things like v-neck cotton sweaters, while making the usual rounds of Lands' End, L.L.Bean, etc. In recent months they sent us a lot of discount coupons that we never felt inspired to use, and apparently others felt that way as well. Not sure what the takeaway lesson is from all of this, except perhaps that playing it too safe can be as dangerous as taking a chance on something different. Or, unfortunately, that selling vulgar logo-covered crap is where the real money is.

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