As we arrive at our landmark 12th Anniversary Event this spring, I felt the time was right to move out from the shadow of our past, and bring our promotion forward with a fresh new feel that would reflect the modern era we now exist in. "SSW" just does not fit with our vision going forward, and that "2SW" has the right touch of both elegance and trendiness that we feel we wish to portray as we evolve our brand.
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He also wanted to wish you all a very happy April Fools Day...