Taft Lane was one of the many streets I grew up on in the city of Cincinnati. What started as a simple, meaningful name play for a streetwear brand quickly revealed its challenges. As we tightened up the business side of things, it became clear that using the name could place us in the crosshairs of a trademark infringement issue.
So, we made the tough but necessary decision to rebrand now, while we are still in our infancy, rather than later. And today, We're proud to introduce a new name and stronger sense of direction.
Here’s to the retirement of House of TAFT and the arrival of a S’VAÉ D.
S’VAÉ D will carry forward the principles that House of TAFT established. We’re keeping all existing content live, not to hide our growth, but to honor it. Authenticity is part of our DNA, and the journey matters just as much as the destination.
Our From the House Series will continue, bringing you our ongoing studies and research into the evolution of urban wear. And our next Mixtape Drop will hold a small essence of what House of TAFT represented, while pushing boldly into the world of S’VAÉ D and everything that lies ahead.