The store's name asks the question, "Who Are You?" and the chain describes its mission as to "encourage expression and excitement through fashion." Started in 2000 by South Korean-based clothing company E.Land Group, the Stamford Town Center's 5<sup>th</sup> floor location actually has the distinction of being the first U.S. store. Inside the store, the atmosphere is youthful and hip with a big high school and college varsity theme. The vibe of its clothes is along the lines of "California casual," made evident by the "California Dream, 1849" logo on many of the items.