Bye-Bye Bebe, Hello PH8

Bebe is revamping its sporty side, reopening Bebe Sport stores under the new moniker, PH8 (“fate”).

Sounds like a hideous idea to us! Errr. Hid8ous!

The made-over collection features everything from clothes to shoes and accessories, and it will still exhibit a sporty aesthetic at low cost, but the aim is a more polished look with a more sophisticated demographic.

This isn’t particularly surprising since Bebe has been working on elevating their image for a while now, in an effort to appeal to a higher-end crowd.

The new look is definitely welcomed by us – much less slutty and a lot more current. We like the layered tissue tanks and the charcoal sweatshirts.

But the name, PH8, that name has got to go!