Advertisements for the company are seen all over Liberty City, most prominently in Star Junction. It is featured in the in-game website www.peepthatshit.com under the "High Fashion" shopping section. Citizens of Liberty City can sometimes be seen wearing Derriere attire. Jeremy St. Ives can be seen wearing a black Derriere shirt on the show The Men's Room. Male pedestrians may be found wearing Derriere polos by the beach.
The store's name comes from the word derrière, meaning a person's buttocks. The logo itself is a giant buttock, separated by a crack in the middle. Interestingly enough, when first glanced at, the logo bears somewhat of a resemblance to both the Christian Dior and Coco Chanel logos. Judging by the name, however, the brand itself is likely based on Victoria's Secret.