Historically, clothing brands are creatures of the Mall. Tommy Hilfiger, Calvin Klein, Nautica, and Ralph Lauren dominate upscale department stores across the country, while the Gap, J. Crew, Eddie Bauer and Old Navy have invested in brick-and-mortar to build their brand identities. Clotho, Inc., a Salt Lake City-based start-up, believes the Internet has changed the rules of building an apparel brand -- and is out to prove it with Uglies, a line of boxer shorts so hideous that, as their tagline states, ".