I've shopped in this store a few times. It's for teens, and the clothing is hip-hop/urban in look. You'll find the employees of this genre also (when I was there, the employee was talking with other customers about a concert they were all attending that night). The store is decorated in a hip-hop theme with that music playing. It is neat and would be a fun place to shop if you're into that type of clothes/music. The prices seemed high to me.