|Why They're Hot:
Apparel and accessory manufacturer Nixon Inc. brings its hip and sporty aesthetic to the fore of its web site. It lets standout athletes from the realms of surfing, snowboarding and skateboarding represent its premium-priced goods, which are also sold by the likes of Saks Fifth Avenue and Barneys New York. Nixon.com features the athlete's videos, tweets and favorite products. (The athletes also appear in many of the brand's print ads.) Sleek, polished product pages describe each product in detail, down to the millimeter length of a watchband, and every sentence emphasizes product quality and the thought that went into its design. Nixon.com's original, focused and compelling content is what distinguishes it from other online merchants.