Chevy Bowtie

Chevy Bowtie

Always the height of sartorial elegance and with an undeniable air of prestige, the bowtie is 'back' in fashion circles.

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Worn by leaders and trend setters, it offers the wearer something a little different.

Carmaker Chevrolet, whose company logo is referred to as the Chevrolet bowtie, couldn't agree more.

Fastidious and a touch daring, the bowtie has leapt back to fashion with hipsters and rappers alike.

Never a fringe player, with origins dating back to the 17th century, bowties are now hot with American college-types and Hoxton fogey attention-getters who are pairing them in a contemporary way with slim-cut tweeds, cardigans, V-necked sweaters and razor-sharp brogues.

At Chevrolet, its golden bowtie emblem has taken pride of place on the front of every Chevrolet since 1913 and will celebrate its centenary in 2013.

Chevrolet's co-founder, William C Durant, was looking for a new way to brand his car when he found the perfect symbol in fashion, the iconic Chevrolet bowtie, and copied the design from the wallpaper of a Paris hotel.

Another explanation attributes the design's origins to a stylised version of the cross of the Swiss flag. The carmaker's other co-founder, Louis Chevrolet, was born in the Swiss city of La Chaux-de-Fonds on Christmas Day, 1878.

Whichever history tale it is, Chevrolet's golden bowtie has become a globally recognised super brand, appearing billions of times over the past 100 years on cars, advertisements and sales literature.

A century after its very first appearance, the golden bow tie is as legendary as the Chevrolet cars it appears on.


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