I've noticed the Lennon tees there for a while, at least a few months, but they used to say "LC" in the description. It seems that the company is trying to hide its market presence, so that people doing simple searches aren't able to find how wide their distribution is. The stuff they have online at Claire's doesn't say "LC" or "Lyrix" or anything, and the online stuff represents a wider range of product than what you may find at any given store.
SHOCK and AWE!!!!!!!