• Age range 15 - 25
• Diffusion line
• Influenced by sewing machine mechanics
• Influenced by the idea of humans morphing into machines
• Focus on details
• Explores new ways to treat fabric
• Follows current trends
• Cheaper than high end but more expensive than middle market
• Garments considered an investment and kept for years
• Customer base interested in fashion
• Highly knowledgeable Internet and blog knowledge in customers
• Unique and original
• A-line jackets and outerwear
• Exaggerated shoulders
• Embellishments
• Fitted pants
• Printed fabrics
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