yes they have been around for some time, but they have always been targeted to an 'urban' consumer. dipt moreso than complex. come on dipt sells sean john and enyce. imo these are the shops that are slowly killing streetwear.
^as far as what I meant by knowledgable customer, perhaps what I mean is someone who is buying product and knows what they are buying into rather than buying into something simply cuz it looks cool.