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Material Girl

Profile of Caroline's Closets

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This story appears in the June 2000 issue of Business Start-Ups magazine.

Caroline Keating couldn't believe the "closets" of her bilingual vintage clothing site Caroline's Closets (www.carolinesclosets.com) were left barren after fashion mags Mademoiselle and Jane reported on its May launch last year. More staggering was what people were buying. "Legwarmers!" says the 27-year-old former model. "It's like, where are they wearing these?"

But it's people like Keating--who, at 8, began assembling her museum of "googly-eyed piggy banks" and other tchotchkes found at flea markets--who end up being "return hitters" to the site. Global fans empty their wallets for one-piece terry cloth short-shorts or jeans with pegged legs from the "Retro" closet; also found on the site are roller skates on the "Polyester" page, Emilio Pucci designs in "Cocktail," and Harley-Davidson T-shirts and Levi's from "Interstate Wear."

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