Therefore, Gatsbys of all shapes and sizes abound. There's a real estate company with the name. "Online searches turn up a Gatsby Circle in Rock Hill, S.C., a Gatsby Place in Alpharetta, Ga., and a Gatsby Court in Lansing, Mich. There is even a Gatsby Lane in Topping, Va., named a dozen years ago, which is now dotted with prefabricated houses and mobile homes," writes Harris. And Gatsby goes beyond real estate. There's a SoHo bar that serves chicken fingers. There is hair wax, and face wash, too. As Harris notes, there was a car, built in the '70s, made to look like a vehicle from the flapper age. It would likely be driven by a man who wears a J. Peterman Gatsby shirt: "Gatsby, of course, could afford stacks of these shirts—rooms of them. Never mind. All that matters is that you have one, just one. A piece of how things were."
You know when something makes it into Urban Dictionary (from way back in 2003), it's for real:
But how in the Gatsby did we get here from Fitzgerald's novel, published in 1925? Merriam-Webster editor-at-large Peter Sokolowski says that uses of phrases like "Gatsby era" and "Gatsby generation" "are promising starts" for the increasing generic use of the name. He provided a few examples from the M-W citation files. It seems that the Gatsby movie featuring Robert Redford (released in 1974) had a significant impact on the use of the word:
From October 1974: "Gatsby tradition"
Shoes especially designed to look superb with trousers. | Broguey, punch-hole detailing in the great Gatsby tradition. | Fined-down platforms, T-straps, | slingbacks. "Advertisement" P. 17 ANNABEL No. 104
From April, 1974: "Gatsbyisation"
You are about to experience the spring-time delights of "| Gatsbyisation". In America, hit a little earlier, they are peddling Gatsby clothes, hair-cuts, scotch, kitchenware, mansions and, no doubt, Gatsby | bath-taps and toothpicks. "If The Cult Fits" P. 569 William Davis PUNCH April 10, 1974
From September, 1990: "Gatsby era"
Take the easy elegance of the Gatsby era, the soulful mystery of New Mexico, the carefree luxury of California, throw in a spectacular view of Long Island Sound, and what have you got? The answer, if interior designer Michael de Santis has his way, is a stylish and|witty waterfront|guesthouse that redefines the spirit of leisure. "American Playhouse" 203 Brooks Peters ARCHITECTURAL DIGEST Vol 47 No 10 September 1990
From August, 2004: "The Gatsby generation"
[Journalist Stephen Rebello:] These characters drink, | drug, party, are obsessed with celebrity, and have their heads up their pretty asses, so they seem completely modern. [Actor/author/director Stephen Fry:] We think we're the first era to indulge in celebrity worship, that we have a new breed of party animals who | crash and burn. The "Gatsby generation" in America, the "Bright Young Things" in Britain, pioneered the youth culture and were the first generation seen as completely irresponsible by their parents and the first who sacrificed themselves in the eternal search for the next | buzz. I considered brining Waugh's characters into a New York or Los Angeles | club-land sort of atmosphere, but the odd thing about doing something like that is that people would automatically say, "Who is that character supposed to be?" and that reduces the interest. "Bright & Brassy" P. 56 Stephen Rebello THE ADVOCATE August 31, 2004