the coolest and classiest places will always be popular, no matter the climate, and that they are pairing with the gansevoort and chrome hearts is a sure sign to me that they are hooked up in the best niche high end market. they also make their own clothes and are starting up their wholesale business again. think theres a lot more $$ there. and again their wares sold before in barneys . neiman marcus.etc... this is a very real , high end brand. been around 10 years...