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This is one of the most popular clothing brand for teenagers/youngsters these days. Their clothing is expensive and it's nothing out of the ordinary. The CEO Mike Jeffries made a statement some years ago that caused a lot of controversy.
Its a marketing gimmick to get a certain type of person that will go for it. He didn't get rich just from his clothes but he knows how to get under people's skin, at least the ones that can't afford his clothes.