[atx]

-e 's/fashion/startup/gI' -e 's/Nasty Gal/SomeStartup/gI'

For a brand like SomeStartup, it's dependent on the people running it and their ability to constantly shift with the tide. Very few can do it, but some entrepreneurs do pull it off (and they often end up as huge startup brands).

startup trends have a short life expectancy, but if you can change with them season after season, then you'll be a monster in the startup world.