GAP announced today that their latest bad idea, F.A.T., is fat no more. Here was our take on GAP’s “fourth brand” (get it?), when it was announced two years ago:

Forth & Towne is the name of Gap’s new store for women over 35. What aspiration is the name tapping into for women in this middle-age demographic? We don’t know. But it’s worth noting that they chose to present the name with an ampersand instead of spelling it out as pronounced, a la Forth And Towne. Why is anybody’s guess.

In the article, Gap President Paul Pressler weighed-in, calling F.A.T. a “sizable opportunity”.

Oy. We love the smell of hubris in the morning.