With the help of French stylist Christian Audiger the brand grew in popularity across the globe. Many celebrities such as Madonna, Justin Timberlake and Jay-Z were associated with the brand. In 2009 the company was purchased by Groupe Royer through its Luxembourg subsidiary Royer Brands International S.a.r.l. Today the brand is seeing a resurgence especially with the famous trucker style hat worn in the late 90’s early 00’s.