On the Yard's mission is to provide college students, alumni and their supporters with an unique shopping environment that will emulate the excellence of the HBCU experience.  OTY fully intends to tackle the supply and demand of this growing and underserved market by offering our customers merchandise that is a reflection of the legacy, pride, and traditions found only at HBCUs.  With a customer focus approach, On the Yard will offer the highest quality and the largest availability of merchandise in one establishment.  We will continuously strive to explore, discover and create new products and services to support the demand of this unique market.