Fresh off of the launch of a very successful FW10 collection (as well as the debut of an equally well-received cookie-centric blog), Band of Outsiders is branching out. The LA-based brand, which includes Boy by Band of Outsiders as well as a few special sartorial projects (like a line of polo shirts cheekily called 'This Is Not a Polo Shirt') is diving head first into the world of e-commerce. Band of Outsiders' debut virtual store is open for business.

So far wares from the 'This Is Not a Polo Shirt' are the only ones up for grabs. But, stay tuned as Band of Outsider's men's, Boy by Band of Outsiders and Band x Sperry Top-Siders are all "coming soon." While I can't yet weigh in on the functionality of the site (as its final touches are obviously still being tweaked), there's no doubt that the move to e-commerce is a smart one for the lighthearted brand. With everyone from Alexander Wang to Chanel having recently added digital storefront's to their namesake sites, there's no shortage of fashion brands joining the online shopping movement. Besides, that's where most consumers are spending their money anyway.

Like live streaming and twitter, owning ones own virtual racks is fast becoming as commonplace as setting up a Facebook Fan page as fashion companies are catching on to the many new ways in which to engage potential shoppers. After all, selling from ones own site only gives brands more autonomy. Considering the move allows designers to take the reigns back from retailers who have long been determining which particular pieces from a collection will hit store racks, and, subsequently, how they'll be marketed to the consumer, don't expect the number of e-commerce virgins to slow anytime soon.