They are store greeters of HOLLISTER in SOHO, located at 600 Broadway, between Prince and Houston Streets in Lower Manhattan. HOLLISTER Co (HCO or Hollister) is an American lifestyle brand by Abercrombie and Fitch Co. The concept was originally designed to attract consumers aged 14-18 through its Southern California-inspired image and casual wear.
Hollister California utilizes the technique of "walking self-marketing" or direct advertising. This is notably achieved through the large embroidery or screenprint of the brand's name, initials, fictional date of establishment and the flying seagull logo on the vast majority of their merchandise. The company has not employed media marketing to communicate its desired look and appeal. The brand's marketing images, including the shopping bag are sepia-toned for a "vintage effect."