I'm almost certain that Jaime Thomas is behind this company. Look the 'Cross' weaved into the logo just like Fallen does. It even looks just like the failed Chris Cole line from Fallen clothing. Maybe in a few years it'll find it's own voice, but when did Chris cole become such a style icon that made it necessary for him to start his own brand? Isn't the Chief responsible for dressing him before he goes to school every morning anyways?