Launched in Fall/Winter 2006, :CHOCOOLATE is a brand that provides everyday’s wear with superior fit and great looks for individuals. It is tailored for the forward thinking group that have definite core values and position in life, updated from well-rounded exposure, yet down-to-earth, unpretentious and appreciate the originality and quality in life. In Fall/Winter 2011, the brand has expanded across the lifestyle category that focused on bringing a simple and tasteful living style to those who embraces "minimalism".