It is a truth universally acknowledged that an up-and-coming neighborhood in possession of increasingly hip retail and rising rents must be in want of a name. Several have been trotted out for the bustling blocks of Portland, Oregon’s southwest quadrant just west of downtown and south of the hip and hopping Pearl District. Given its spate of design and fabric shops, the Fiber Arts District is an option, as is the hackneyed SoBu (south of Burnside). A far less ostentatious moniker, favored by one of the primary drivers of the neighborhood’s development, is also in the fray. "I like the West End," says architect Jeff Kovel, founder of Skylab Design Group. "That’s what it’s been called historically, and I think it’s kind of classy."
Aaron writes the men's style column "The Pocket Square" for the San Francisco Chronicle and has written for the New York Times, the Times Magazine, Newsweek, National Geographic and others.