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New York

Fashion District to be re-branded

The term Fashion District has become a misnomer, according to advocates for the area located between 35th and 41st streets between Sixth and Ninth avenues. So Barbara Randall, head of the Business Improvement District for the neighborhood, has issued a request for proposals for marketers to come up with a new name for the area, once a clothing manufacturing center, the Wall Street Journal reported.

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The new name ought to reflect the changes in the neighborhood, Randall told the Journal. After all, the district’s 4.5 million square feet of office space is increasingly home to start-ups and architecture firms.

“We decided we have to move on and reposition this neighborhood in the eyes of the public and the real-estate community as to what it truly represents,” Randall told the Journal. “Fabulous Midtown location, two regional transportation hubs in Penn Station and the Port Authority, and wonderful space that is adaptable to almost any business.” [WSJ] — Guelda Voien