A store in which people with insecurities shop at to be a part of the culture in which they live in. Not necessarily bad, but this type of organization seems to sometime become shallow and tends to conquer the individualistic aspect of the people who participate in this piece of pop culture (most pop-culture seems to have this affect however). It is good to a certain degree, but seems to give people a shallow understanding of their society and in fact is a shallow manifestation of the style it tries to represent. The look is their but the experiences that caused this look are missing. It does not represent the people who wear this clothing brand in a pure manner, most of the time.
"I know who i am, i mean look at me, can't you tell i am a surfer. doesnt this clothing represent who i am? you're just weird."