Express ReRocks?

Rerock? Express’s jean brand.

I was trying to figure out what “rerock” meant. Is it the last name of the jean designer?

So disappointed to find that they just made up a word:

“Rethink. Reshape. Rerock. Exclusive new denim fits and washes by Rerock…”

?

How long will this brand last? I wonder how long it’ll take for Express to figure how bad of an idea it is…

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