18(a) Describe the mission/purpose of your proposed gTLD

Prototypical answer:

Each of us defines style in our own way. What we wear, how we live, who we want to be are all expressions of our personal style. It is a personal expression that can find inspiration anyplace, at any moment. At the same time there are a set of inter-related industries that cater to our sense of style – and our need to express it.
From the clothing designer who knows what the world will want in six months, to the homebuilder who understood the need to make the kitchen larger and the living room smaller, to the chef who, after years of creating constructed dishes that rose high off a plate, made the move to a more home-style menu. Each of these people understood that style defines us and that people define style.
Style is no longer the domain of any one class or culture. It is a domain open to all. The .STYLE registry intends to be that domain open to all.
The seminal moment in the emergence of style as a daily part of life may have come in 1999 when Target, a large, U.S.-based, mass-market retailer, partnered with Michael Graves, a well-known designer of highly valued products. As has often been reported, the injection of style into the everyday helped establish Targetʹs ʺcheap chicʺ reputation, which it since has expanded by partnering with dozens of other designers from a variety of fields.
Today everyone not only has a style but is aware of style.
Neither is a deal with a major retailer necessary to offer products and services or promote that personal sense of style. In fact, the low barrier to entry has led to an explosion of new businesses and consumer interest in style. The .STYLE registry intends to give the people and companies that have an interest in style a common ground to interact.
By building an easy-to-locate, “central town square,” available 24-hours-a-day, 7-days-a-week, 365 days-a-year, the .STYLE registry can become recognized not just for large companies, but for the start-ups and small companies anywhere around the world that seek to earn public endorsement – and sales.
Our mission is to give consumers, entrepreneurs and institutions committed to adding style to daily life a new address and new tools to make it happen even as the registry gives assurances to those looking that they have found a set of resources that can be trusted.

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