THINK OF THE STARTING LINE as the epicenter of Chelsea's casual lifestyle. Not a style, really, but an attitude that says there is no style but what feels right for you.

You know, T-shirts that take the words right out of your mouth and put a new spin on them. Sneakers you have to have & before you even knew you wanted them & and before everyone else has them. Clubwear, gymwear, streetwear, swimwear, outerwear, underwear, hot accessories that nail the scene down cold.

Is shopping this ahead-of-the-curve, this up-close-and-personal, actually possible online? Starting now it is. That's why we call it The Starting Line.