Hollister is a brand name for the Californian fantasy of Abercrombie and Fitch. This is the shopping destination for genuine Southern California style; all about beaches, and hot lifeguards and amazing new styles. The SoCal inspired casual wear is aimed at the cool and hip clientele. This brand offers clothes at lower price points than the parent company. Stores and products are categorised within departments such as Bettys for women and Dudes for men.