According to the Times, the cult streetwear brand – which first opened its doors on Lafayette Street in April 1994 and has since spawned a following that high fashion brands, such as Louis Vuitton, are desperately attempting to replicate – "approached The Post in late April asking for ‘original, never-before-seen, creative ideas.’ The newspaper’s 5-year-old in-house creative strategy agency, Post Studios, proposed the wraparound" advertisement. Four months later, the paper hit newsstands and both fans, and the internet, were abuzz.