The Mall of America location is a partnership between David& Goliath and Hawaii-based Waikiki Trader Group, a retailcompany that looks for concepts such as D&G with which topartner. The store's Hawaiian locations are in well-trod touristlocales, including Honolulu, Lahaina and Waikiki, with another oneplanned for Maui.

Conceived and developed by designer Todd Goldman, a former CPA,the merchandise includes backpacks, t-shirts, pajamas and jewelryemblazoned with the aforementioned slogans, plus others such as,"boys are smelly" and "it's all about me," which not only show upon 10-year-old girls, but also suburban car-pool moms and collegestudents. Moreover, Goldman has created characters such as TrendyWendy, who likes shopping and going to malls, and Smelly Boy, whoruns in his "underroos" for no reason, introducing them to thepublic through his merchandise. "What's out there is the Simpsonsor Spongebob, coming from TV, but what we're doing is buildingcharacters based on a T-shirt and over 500 products," saysGoldman.

"The line of clothing has been big for a number of years, andhas been sold at a number of shops throughout the country," JimGeiger, "head dude" (president) of the Waikiki Trader Group, tellsGSR. "The Mall of America, as the premiere retail entity in theU.S., is the perfect location to showcase our off-beat humor. Offbeat, but not risqué, so they're meant for young girls, butsometimes their older sisters and moms pick up on them. They'refun, and everyone can appreciate that."