PR is often a key success factor in the current US apparel market, particularly in the area of casual fashion. Many brands have inflated prices based not on inherent value in the clothing, but due to value added by PR. Bucking this trend, we wanted to make a clothing brand with authenticity at its core. Believing that there was a market out there of people who also seek authenticity, V::ROOM was launched in July 2004, based on close attention to detail and no compromise on quality of materials, cut or sewing. As a result, the price range is relatively higher than other casual brands, but V::ROOM has been well received since the beginning. And V::ROOM has been growing steadily since. In spring 2008, V::ROOM officially expanded its distribution in Europe.