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Gigi Matthews modeled for a hipster fashion reseller that I met once at a thrift store. Seems like he finds secondhand deals, cleans the product, slaps on his label, then sells it with an absurd markup. It also helps to get a beautiful girl like Gigi to pose in these items and post semi-sexy pictures on his web site. Sex sells. Unfortunately, I have never been clever enough to use sex to sell shit. My simple brain would rather sell you the sexy pictures themselves.