Coach is dead and so are your middle school clutches

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Coach is dead and so are your middle school clutches

They’re rebranding and changing the name

Pour one out for Coach company of New York — creator of your middle school wristlet dreams — because today they officially announced they're rebranding and changing their name to Tapestry.

The change is a part of their attempt to appeal to a younger audience, who may not understand the sentimentality behind the brand, which came to prominence in the 1960s.

Earlier this year, Coach partnered with Selena Gomez as well.

Also so stoked I got to show you a sneak peak at my @coach bag I designed

A post shared by Selena Gomez (@selenagomez) on

The rebranding comes two years after its addition of shoe company Stuart Weitzman for $574 million, and also after acquiring Weitzman and Kate Spade & Co. They hope the new name will reflect all of those parts.

Because of the acquisitions, "we are now at a defining moment in our corporate reinvention, having evolved from a mono-brand specialty retailer to a true house of emotional, desirable brands, all leveraging our strong operational foundation," Coach CEO Victor Luis said in a statement today.

But don't throw out your old bags just yet, because the ones with 'C's on them might be worth a lot of money some day.

@carolinephinney

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