Men’s Clothing Store Called ‘Hitler’ Agrees to Change Its Name

Owner claims ignorance of history

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"I didn't know how much the name would disturb people. It was only when the store opened that I learned Hitler had killed 6 million people." That's the dubious explanation from co-owner Rajesh Shah about why he decided on "Hitler" as the snappy name for his new men's clothing store in Ahmedabad, India. Shah says he spent 150,000 rupees (about $2,700) on the logo design, building facade and business cards—even audaciously dotting the "i" in Hitler with a swastika. But on Monday, following outrage from just about everyone, Shah and co-owner Manish Chandani agreed to change the name. "We have been hounded by various organizations from the city, state and nation ever since we opened," says Chandani. "We have been unofficially told that the civic authorities will revoke permissions if we continue with the name. The matter has gone out of hand and we don't want to take any chances."

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@nudd Tim Nudd is a former creative editor of Adweek.