It all began in a land far, far away.......... Brooklyn, NY. It was a dark and cloudy day. The wind was whistling through the bayou. An old man was sitting on his porch playing an old banjo. With his feet tapping to the drums being played by his closest friend, the old man jumped up and said......"Ya old fart! Stop reading this and get to shopn!"

OK, the TRUE story behind one of America's newest and most exclusive brands!

In 2004, ISYL CEO F. Dichma was in Germany visiting friends Sophie Schmidt and Tomas Friedberg. The three were running a successful information technology firm, YAPP, INC, even though Dichma was now living in the U.S. During the visit, the three hit the local club scenes in Frankfurt, Mannheim, Köln and Berlin, partying like it was 1999 (referencing an old Prince song here)! During one of those club romps, Sophie noticed how the branded clothes people were wearing really didn't say anything. The three discussed what they thought about each brand that they saw, and the conclusion was unanimous: wearing the clothes gave a person a sense of superiority due to the price, but people had no true emotional connection to the brands. That is when Dichma shouted in the middle of the Alcazar club in Mannheim (affectionately called "the Zoo") "we should start our own clothing line"!

(yeah yeah, not the best photo, but it was the only one we could find)

After that night, the three sat outside the downtown Mannheim gourmet shop Südlandhaus for the next 3 days formulating the details of the new brand. What would it be called? What would it stand for? And how will they fund it? During this time, Dichma came up with the name ISYL, the abbreviation for I see you looking. He didn't have to explain why he came up with this name, because everyone could imagine themselves wearing something from a brand with that name. The name was self-explanatory! Then he suggested that the unabbreviated form should also be changed, which is when he spelled out "I-S-E-E-Y-O-U-L-O-O-K-N". They concluded that the brand would stand for beauty and self confidence. No matter how confident or beautiful you are, wearing something from the ISYL brand would automatically suggest to people that you are VERY confident, which to many overcomes any beauty defects.

The current state of the brand and the future for the fashion industry.

What is the current term of the day? "LifeStyle"! Nearly every fashion brand claims that they are a "LifeStyle" brand. We do not, and will not say that we are a LifeStyle brand. We are a brand that simple sells high quality apparel and high quality accessories. We are a brand that affects people emotionally, arrogantly, and sexually! We don't really care what you are doing in your life, we only care that you do it with confidence! As long as you're wearing anything from ISYL, you are definitely SEXY and CONFIDENT! So, with help from you and our famous models around the world, we are going to change the fashion industry together!