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From Wikipedia

bebe ("be" "be" as it comes from the philosophy of "to be or not to be" which was the feeling of the 1970s decade, in which the company was founded) stores (name is legally and officially uncapitalized) is an American clothing retailer founded in 1976. Iranian-born Manny Mashouf, who emigrated to the United States in the early 1970s, opened the first bebe store in San Francisco during a time when three categories dominated the women's wear market: junior, bridge and missy. Having discovered a demographic that was neither junior nor bridge, Manny aimed to break the mold by offering this under-represented population of stylish women distinctive and inspirational fashion bearing an unmistakable hint of sensuality. His concept stuck and bebe reaped early success.

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