Underneath the pseudo-iconic W lies Wicked, a presence in the Berkeley shopping scene since 1996. Located on the ever eclectic Telegraph Avenue, Wicked is the fashion vanguard on a street still overrun by tie-dye t-shirt vendors. Focusing on urban streetwear and denim from labels such as Miss Sixty, GSUS Sindustries, Penguin, Diesel, Fornarina, Gama-Go, Fred Perry, Ben Sherman, HOWE, Obey, White Boy, Von Dutch and Punk Royal, Wicked provides its patrons with looks that have the rock-n-roll attitude that speaks, "Rock Star Chic." The Wicked fashion scene is complimented by a full tattoo and piercing studio.