It has seen a change of name in the past, and now the West End's premier trading street is set for another rebrand.
Byres Road - with its thoroughfare of shops, bars and cafes - is to be renamed Waitrose Way as part of a multi-million scheme to improve the street.
The bones of the ambitious revamp were unveiled to great acclaim in February.
New pavements, street furniture, shiny new public spaces were set out as part of the vision.
But nothing was mentioned of a new name for the famous Glasgow street - until now.
We can reveal Byres Road will be called Waitrose Way from the summer - once the new signage has been commissioned and erected.
The changes may not be everyone's cup of tea - or mocca (it is Waitrose after all) - but officials say they have brokered a swift deal with the retail giant to avoid unnecessary delay.
Glasgow West End Today understands several million pounds has been paid for the naming rights to the road.
The money will be added to the £9million pot of cash that is paying for a scheme to improve the public realm.
One leading official at the centre of the move explained why the change has come about.
Mrs May Dupp said: "This kind of rebranding happens all the time now - we hope people will come to like the new name.
"Waitrose were delighted when we offered them the chance of paying the rights to the road.
"Everyone's a winner, the supermarket, the marketing agencies, coffee drinkers and the company in Wales making the signs."
Local resident Huw Gelaffe said the change would take some getting used to - to say the least.
"But I guess that's the way of the world. What can you do? At least we might get some decent benches and litter bins out of this."
Byres Road was previously called Victoria Street before it underwent a name change in the late 19th century.
But the name has never sat comfortably with Scots or visitors who have been misspelling it pretty much from the off.
A leading expert on place names, Professor Josh Aylott - who just happens to live in the West End - said only a fool would fail to spell the new name correctly.
"Look Waitrose Way is a no-brainer, any numpty can get that right.
"Byres was always a pain in the backside to spell - good riddance, I say."
