South Moon Under is a fashion forward company that offers an eclectic mix of men's & women's clothing, swimwear, accessories, jewelry and gifts for the home. Their mission is to provide an "ever-evolving, carefully hand picked collection of fashion presented in a fun, comfortable, high-service environment." Their clothing is upscale, consistent with the Harbor East environment as well as other retail shops that share Aliceanna Street with the store, however, the store has a laid back feel. This is one Harbor East clothing store where both fashionistas and more casual shoppers can mingle without either feeling out of place. Walking into this store, you may feel like you're shopping for a trip to the resort.