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Horny Toad Becomes Toad&Co

dweber posted this January 27th, 2015

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Shakespeare said it best, “A rose by any other name would smell as sweet.” So on January 27, Horny Toad changed its name and became Toad&Co. It’s something we’ve been thinking about for a long time and we’re really excited to start 2015 with a new name – one that sounds just as sweet. It’s a truer reflection of who we are, where we’re going and the great partners we’re proud to call our “Co.”

We’ll always love the name Horny Toad. We’re super proud of what we’ve accomplished with that name and it will always remind us of our Telluride roots. We’ve come a long way since that first hat was sewn 24 years ago, so we put a lot of consideration into our new name: We kept what’s best about being a Toad – our fun spirit, our commitment to great product and doing good – and added a nod to the partners we’re proud to call our &Co. That means our customers, employees, retailers and reps, the non-profits we support and like-minded companies we hang out with – you’re the company we keep. The name Toad&Co makes a lot of sense when you look at it that way.

Toad&Co says it all: More than just making clothes, we’re a company committed to making socially and environmentally smart choices; we value the important work of the individuals and organizations we support; we think living well and doing good are one and the same; and we believe that anything worth doing is better with good company. While this may seem like a big change, it’s important to know that nothing about our company is changing. We’re still the same great company, with the same great product and the same great people that make us who we are. Thanks for being part of it — you’re gonna love the new Toad.

36 Responses to “Horny Toad Becomes Toad&Co”

  1. I like it. Great re-branding and agree it aligns with your holistic, community identity! Have fun!

    Followed you all for years and excited to witness the transition.

    Cheers,
    Alyce Pearce

    by Alyce Pearce | January 13, 2015 at 2:06 pm

  2. Love and blessings to Toad&Co!

    Thank you for being such great supporters of the music for so many years. I wear my Toad&Co proudly on and off stage!

    Peace,

    Chris Pierce

    by Chris Pierce | January 13, 2015 at 2:23 pm

  3. Fantastic change–tasteful, yet fun name. I’m glad I provided input when you were considering a change.

    by Hope | January 13, 2015 at 3:29 pm

  4. I am really sad to see the “horny toad” name disappear. I have been a horny toad customer since almost the beginning, love the name and love the logo. Really sad to see it go. And “toad” does not really make sense as “horny toads” are not toads! Does this mean no more lizards on clothing?

    by Melanie | January 13, 2015 at 3:36 pm

  5. Liked your logo and company name-Toad & Co not so much…

    by slr | January 13, 2015 at 6:35 pm

  6. Will miss the name but at least I will now be able to access the website at work. (horny toad must be on the list of phrases on the NSFW list)

    by Pfj | January 13, 2015 at 7:50 pm

  7. Noooooo!!! I’ve always loved Horny Toad! It’s awesome to see people’s eyes bug out when I tell them where I get my awesome clothing!! Is the Horny Toad logo changing too?? I have been unable to wear my Horny Toad clothing for almost two years now because of pregnancy and motherhood and was looking forward to restocking my closet. Now it won’t be the same anymore…

    by Megan | January 13, 2015 at 8:29 pm

  8. being a santa barbarian, and a long-time lover of horny toad, i’ve loved the name and brand for many years. earthy, fun and sassy. and while i don’t always relish change, i must admit i’m good with the new name. toads are cool, horny or not and who doesn’t love company. plus i love ampersands. change is fun…toad & co sounds refreshing, solid and inviting. ok with the name, but please don’t change the stuff.

    by stacey wright | January 13, 2015 at 9:46 pm

  9. The old name really said what you were about. The new name, not so much. It sucks and sounds like a children’s book title. One customer not staying.

    by Adele | January 13, 2015 at 10:10 pm

  10. I’m surprised at myself by just how disappointed I am with the name change – and that I actively dislike Toad&Co. I’ve continued to buy HT clothing even after moving to the UK 5 years ago. I’m sure it will still be great clothing but the name change has given me the push I need to start shopping more locally.

    by tracey | January 14, 2015 at 3:25 am

  11. What a shame. I’ve stuck by the Toad since the early 2000’s. First the odd changes up and down in sizing, then the Nau buyout fiasco. Finally this strange name change for no apparent reason other than to alienate longtime customers. How deeply disappointing from a brand I’ve trusted and loved for years!

    by barney | January 14, 2015 at 6:05 am

  12. Horny Toad is the coolest name ever! Toad&Co is lame. You could have accomplished the same thing just by adding &Co to Horny Toad…or much better, you could have left it unchanged. 🙁

    by jbs | January 14, 2015 at 9:54 am

  13. The name doesn’t make the clothing, and I’ve supported you guys for long enough to want to continue supporting you. I trust you’ve not made this decision lightly! 🙂

    However–Horny Toad is a way cooler name and rolls off the tongue more easily. I’m also nervous about your new logo–the lizard is great!

    by Lacey | January 14, 2015 at 11:00 am

  14. I’m disappointed. I have always the loved the name Horny Toad and the logo—it’s one of the few I don’t mind having on my clothes. I can’t say I feel included in “&Co”. Quite the opposite.

    by mj | January 14, 2015 at 3:49 pm

  15. I’m also a bit ‘humbug’ about the name change, but I reckon I’ll get used to it. Is this maybe to get rid of the ‘horny’ part, for improvement of search results (i.e., the name gets past more filters?)

    In any case, as a former Telluridian and long time wearer I will continue to buy. And please, keep making the Indian organic cotton shirts–and don’t change anything! They’re my favorite shirts and I’d hate to see them made any differently.

    by Jon | January 14, 2015 at 6:52 pm

  16. ooh shucks, no more “horny”. Did the Republicans/Tea Partiers enter the room? They are so anti-pleasure.

    by Meg | January 14, 2015 at 8:40 pm

  17. Such a disappointing laid-back call. So much for uniqueness, originality and very likely their customer loyalty.

    by Bill | January 15, 2015 at 5:48 am

  18. Very poor decision to drop the Horny Toad name. In a world filled with corporate conglomerates, they’re very own namesake help set them apart and illustrate their uniqueness.

    by Will | January 15, 2015 at 5:53 am

  19. Probably too late, but what about a compromise? Horny Toad & Friends. It’s long, but way more playful than Toad&Co.

    by emily | January 15, 2015 at 8:09 am

  20. Or Toad&Friends?

    by emily | January 15, 2015 at 8:10 am

  21. We’re totally overwhelmed by the passion you’ve shown for our brand. We’re still the same toads, making the same great clothes…celebrating the company we keep. Thanks for being in our Co as we continue to grow!

    by Horny Toad | January 15, 2015 at 10:41 am

  22. Still like Horny Toad best, but agree with Emily. Toad & Friends would have been much less corporate and less hokey.

    by Melanie | January 15, 2015 at 12:31 pm

  23. I agree with many commenters here on several points. Toad&Co. definitely tastes more corporate on my tongue. I’ve enjoyed and look forward to that bewildered look on people’s faces when I said my favorite brand was Horny Toad. The lizard is also decidedly badass. I love Horny Toad for all it stands for and the cute, versatile, and most of all, comfortable clothes. Stay gold…and horny (toad, that is.)

    by Magdalena | January 15, 2015 at 4:12 pm

  24. Congrats! Is it possible to order some horny toad stickers before they go extinct? I put one on every car and tech device and can’t imagine not having one for new car!

    Thanks in advance.

    by Lila | January 16, 2015 at 7:31 pm

  25. As a fan, customer, and graphics person, I’m sad to see the Horny Toad name go away. While the company and the products may not be changing (and that’s good), the new name and branding smacks of dull corporate-ness.
    Horny Toad is a cool, original name and the simple horny toad silhouette graphic is immediately identifiable. Stick it on anything by itself – a t-shirt, sticker, mug, and it stands on its own. Much like the Apple logo or Nike swoosh.

    by Greg Maxson | January 20, 2015 at 12:55 pm

  26. I normally don’t comment on things like this, but I saw all the negativity and thought I should chime in with some happiness.

    I love your clothing and since the clothing stays the same, I’m the same happy customer. I am so glad that if I wear out my favorite dresses , I can always come back and buy them again. There are innumerable pairs of pants, shoes, dresses, and shirts that I regret not buying 10 of on first purchase before they went out of stock never to return.

    Whatever you choose to call yourself, I’ll keep coming back for my favorites and looking for new things!

    by Shoshi | February 16, 2015 at 9:53 pm

  27. Can’t believe you’re doing away with the lizard. But the loss of cashmoore layers is even worse!

    by Jennifer | February 19, 2015 at 10:05 pm

  28. Toad & Co sounds very mall”ish”…yuck :(. There are too many mall stores that end in….and Co. Very sad to see the name change.

    by Tricia Berkow | February 21, 2015 at 11:10 am

  29. I loved horny toad name!!!

    by Charlie | February 22, 2015 at 2:11 pm

  30. I don’t like the name change at all! I think it says a lot about a company/management team when they decide to make this big of a change just because the word horny may be too edgy. I’m not a fan of conforming and that is exactly what toad&co did. I’m buying up all I can with the old logo and name and then I’m out. If it ain’t broke, don’t fix it!!!!!

    by Meagan | February 22, 2015 at 2:43 pm

  31. Not only was Horny Toad different than other outdoor clothing brands, but the name was quirky and I loved it. The new name now just blends in with tons of other brands and I genuinely loathe it. They should have stood behind their previous unique brand (one that has a hefty following too!) instead of trying to be the same as every other boring label. Why not (if you MUST change) make it HornyToad&Co.? Every one loved Horny Toad. This is so disappointing. Don’t fix what’s not broken.

    by Alex | February 25, 2015 at 12:37 pm

  32. Very disappointed in the name change. Very lame, very bland…so sad to see it go. Just unsubscribed to the email list.

    by Jenni | February 27, 2015 at 11:38 am

  33. Being from the great southwest, New Mexico to be precise, I was always so proud of your honoring the disappearing Horny Toad, a beautiful horned lizard we see too little of these days. I am saddened that you would change the name to Toad. It’s so ordinary and well, makes the company seem ordinary. Nothing unique about a toad. Why would you change it? Some ignorant person complain about the word horny? Maybe a little education about what a horny toad is would have been better than changing. Too bad for all of us!

    by Jane | February 28, 2015 at 11:37 am

  34. While there is much to be passionate about in the world- much that NEEDS our passion, I am surprisingly disappointed to discover (yesterday at Title Nine in Berkeley, that the Toad is no longer Horny. Feels like a sad loss of labido. I’ve been a HUGE fan of the HT clothes since the store opened in the Freeport, ME in the early 90’s. The Company you’ve been keeping all these years really love your clothes and the horny toad graphic are so much a part of those clothes. Please keep talking among yourselves and reconsider!

    by Katie | March 13, 2015 at 4:52 pm

  35. I also think this new name change is bland, and frankly childish. You had a cool unique name, and now it’s too conservative. Makes it clear you want to steer your demographic away from adventurers and eccentrics who thought the funky name reflected their free spirit, to suburbanites and such.

    Whoever above said made the comment “it’s not the name that makes the clothing”, well, that’s shortsided rhetoric, and total BS. Marketing in this economy is everything, and especially in this specific industry where there is so much well made equipment and clothing. Your name will inevitably blend you in with the rest of the brands out there. And I wish you luck finding another way to distinguish yourselves.

    Will not be a returning customer.

    by John | March 16, 2015 at 8:13 am

  36. First and foremost I buy your clothing because of its quality and feel and will continue to. But, Horney Toad was cool and the name and logo made me try your product in the first place. It was different because it was named after a small yet charismatic lizard which made me think that you might have put effort that was as unique in your clothes. Your new name is more east coast conservative sounding, so if you want to market to an older crowd with more money and not to a younger outdoorsy crowd then I think its a good move for you guys. I definitely prefer the lizard on the label, only request is that you keep the lizard on the label and call yourselves whatever you want.

    by Bill | April 26, 2015 at 12:25 pm

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