Advertisements for the company is 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.
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 the Coco Chanel logo.