“Don’t ever expect me to be Kate Spade!” was Katy Brosnahan’s reaction to the name her future husband, Andy Spade, proposed for our new business venture. Andy was a rising star in the advertising world, and as our branding-expert partner, the task fell to him to name the company. It was 1993 in New York City, and the three of us, along with our partner Pamela Bell, were preparing to launch our new handbag business.
Andy’s idea combined “Katy” in short form along with his last name; he liked the sound of the monosyllables together. “Kate Spade” evoked a certain persona—she could be your best friend, a beloved singer-songwriter, or a glamorous British secret agent.
