A Real Estate Company Is Dropping Its Effort To Rebrand Part Of Harlem As “SoHa”

Keller Willams has been using “SOHA” to describe the area between 110th and 125th streets. SoHa – short for South Harlem – was supposed to evoke trendy neighborhoods in the city like SoHo, in lower Manhattan. But the effort to rebrand Harlem touched off a backlash, especially among long-time residents who consider the neighborhood’s status as a center of African-American culture and politics threatened by gentrification.

Real Estate Company Drops ‘SoHa’ Branding Amid Backlash

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