Model site: This Is Not A Mall embraces altruism

The presentation on the site is playful. Pictures of celebrities modelling clothes are Photoshop-ped on in an amateurish, ill-fitting way. Rapper Eminem models earrings on the site, and Snoop Dogg relaxes while modelling a tie-dye T-shirt.

This Is Not A Mall is a social enterprise designed to improve the lives of people in south and southeast Asia. The site donates 15% of its profits to help Thai food relief, and impoverished Thai hill tribe communities.

For more on how adopting this aesthetic into your business will strengthen your brand, read our Netstalgia toolkit.