For our first six months of business, we were on a shoestring budget. We found models by sending Instagram DMs to locals--but soon exhausted that method. So, my girlfriend, Steph Fuentes, who is our art director, got on Tinder.
Her first image showed her with a camera, and her bio said she was looking for models for the brand. She got about 100 matches; 60 were very responsive and 20 participated in photo shoots, in exchange for free product. That brought diversity to the brand and helped us create a sense of community. Now, we do open-call auditions for paid talent.
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