Small businesses are the heart and engine of Williamsburg. In an area void of large conglomerates, tiny boutiques and shops have popped up. Fashion is a way many use to express themselves and their beliefs. As mentioned earlier, supply and demand rule these businesses. At the same time that shoppers buy what intrigues them, they can only buy what is stocked. Thus, through this endless push and pull, the community is constantly evolving its fashion taste and what the image it seeks to project.