Stel's, begun by three Bostonians to promote their own, vaguely defined aesthetic, seeks to "reflect today's youthful urban culture" and caters to folks who simply want "something cool to wear."  The store achieves this, in part, by bringing to Boston a number of "smaller, underground labels" from New York and Japan. The clothes are muted, with an emphasis on denim, long sleeves, leggings and understated accessories, including an impressive selection of belts. 

The store is simple and minimally decorated, with huge comfortable sofas and a titanic mirror. The atmosphere is extremely low-pressure. Stel's also offers free shipping and encourages commerce on its website.