Store advertisement and mountain fashion

I pass this store almost everyday, DinEa, and almost everyday I say I'd like to step in there and see what they offer.  They are on the corner of a pretty main street just on the edge of the Denver University area but not really in the little "shopping" area on Pearl Street or University.  I've been noticing it since my first visit to Denver and STILL have not been in the store.  Regardless, here is the point I'm here to make.  Last week I noticed there outside advertising board said something along the lines of "Be different, be in style."  Now this just made me laugh out loud and of course, K asked me  what I was laughing at and when I tried to explain why this was funny to me, I'm pretty sure the point didn't go across the gender barrier.  I've already noticed to myself, not in any kind of a judgmental way at all, but that fashion is just not a big thing here in Denver, at least not the fashion that a lot of the world is consumed with.  Just like you've always heard, a lot of women don't wear makeup and are often in slouchy, comfortable clothes and shoes.  The Colorado-fashion, or rather mountain-fashion, is found at REI, Inc. and other outdoor stores such as local cycling and board shops which have high-end outdoor gear and wear.  You don't care about heels, sassy tops, shiny jewelry and fancy makeup so much out there when the wind gusts up to 25 mph frequently, it snows in the morning then is 55 degrees in the afternoon, and you very well may be commuting to work/or wherever on a bicycle or planning to participate in some other outdoor activity at some point that day.

Now, of course I am way over simplifying the reality.   Women do have on makeup, wear heels, and all the other "fashion" trends; however, after observing them for quite some time now I can earnestly say that fashion trends do not drive the average Coloradan.  I am sure that the market research and those that study all that have long ago made this distinction about the Front Range, but back to the store's slogan . . .  it was hilarious to me because no where else that I can think of would a store really have to encourage women in that way to be "in style."  From my experience, limited albeit, most women I know and have been around are trying hard to follow some of the stylish trends. 

Maybe it was just the charismatic mood I was in that day . . .   - NO, I still find it funny.