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In identifying a niche, the partners of 1 Greek Store zeroed in on a market that most might have ignored or simply not been aware of but one with which they were intimately involved-specialty clothes for minority fraternities, particularly Asian American and Latino.

"We saw the market because we were in that market," said Dennis who along with his two partners is of Asian decent. All three were members of Pi Delta Psi, an Asian American Cultural fraternity.

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