The main concept of "LFYT," which started in 2003, is to evoke the feeling of New York. A full collection designed based on Street, Hiphop, Skateboards, Grafitti, and black culture is launched each season. Centered around "Lafayette Street" in Manhattan, it comprises the major American cities of Brooklyn, Bronx, Queens, and Staten Island, collectively known as "NEW YORK CITY." It is a "melting pot" of diverse ethnicities, where new creations emerge daily. From this "NYC" starting point, a chain of "connections" is created through events and collaborations with artists.