Chevy Bowtie

Chevy Bowtie

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

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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