Like a bloodhound, Everlast design director Ivy Mamet tracks her teenage customers online: going to chat rooms and content sites like Alloy.com, shopping sites and browsing teen flicks homepages. She checks out online polls, questions asked in advice columns, product reviews and poems and stories teens post.

"I like to see what’s being said, get into their heads and see how they’re getting their feelings across," Mamet said. "I’m not that age anymore. I can’t pretend to know what they’re thinking. I have to get in and see for myself."

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