As a streetwear boutique, Concepts is the very definition of "cool." A history of well-received sneaker collaborations informed by thoughtful storytelling and appealing colorways is key to the store's popularity. A consistent selection of covetable clothing and hyped sneaker drops bolster the brand name, confirming Concepts as one of streetwear's preferred names. As such, any outside party looking to break into streetwear would be hard-pressed to find any better entry point than Hassan's international sneaker boutique. Beyond boosting Concepts's own strengths, this partnership allows Zappos and Amazon to get its foot in the door of the industry.