http://en.wikipedia.org/wiki/Hollister_Co.
Sounds like yet another A&F line aimed at kids and metrosexuals...Here's some info from wikipedia:
"The concept was originally designed to attract consumers aged 14-18"
"Hollister Co. has their employees abide by a strict dress code. Employees must wear contemporary Hollister style clothing. Normally abiding with their "beach vibe" style clothing. Females are told to wear makeup naturally. Little to no jewelry is allowed. Everyone must wear the seasons colors normally navy blue, grey, and white, the only exception being plaid. Black clothing is strictly prohibited. Women wear dark wash skinny jeans, preferably Hollister brand jeans, if the jeans are not in fact Hollister they may not have any stitching or any competitors logos. Males must also wear dark jeans, and abide by the same rules as women, for example keeping a clean and professional hair style, and a clean shaven face. Hollister Co. goes to the extent of even prohibiting any other type of shoe that is not a white, blue or leather flip flop, for both men and women. The only exception being Vans brand shoes, in the seasons specified colors. "