How do most people find out about things around town? They ask someone, or there is someone with the information who is eager to tell everyone else. Most people call this gossip, but in business circles it is known as word of mouth marketing and it can be a useful strategy.
The use of spreading the word is just as popular as wearing the product. You are a walking advertisement. Someone will inevitably ask you where you got whatever you have gotten. They will also ask how they can find out about the same thing. This is where it all begins.