COOL IS IN: Rio Palmer represents cool in every aspect of design and style. "Rio Palmer" is the next Mega Niche brand in the Fashion Industry because we identify with our consumers need for a brand that is simple not complex to the point were the consumer feels uncomfortable wearing the brand because the brand design is to complicated for there personality. We develop the Rio Palmer brand because we feel that every kid wants to look cool, but to look cool you have to be comfortable. So we are giving them a look that is casual but still in tune with today? retro fashion trend