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When it comes to crossing the line, bold-faced names rarely disappoint.
Sex sells. Or does it?
French clothier Shai
Sex sells. Or does it?
"People are looking at us, but it takes time for people to come in and buy."

-- Alexandre Maisetti, founder of French clothing company Shai, on the results of a series of online commercials featuring porn stars clad in, and later removing, the company's $100 T-shirts.

Maisetti says the ads brought 2 million visitors to Shai's website within four months, but concedes that few went on to purchase apparel.

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