Some one who can't bring themselves to wear something that isn't worth a crazy amount of money. (i.e. Hollister, Aeropostale, Abercrombie + Fitch, etc.)
Guy 1: Dude, Mike's new Hollister outfit costs more than my car payment!
Guy 2: Why Doesn't he buy stuff at, like, Khoals?
Guy 1: Because he's a Name-Brand Whore.