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NYC Looks

NYC Looks

In July 2005, Liisa Jokinen started a street style site called Hel Looks in her then-hometown Helsinki, Finland. She wanted to document individual, unique looks and styles and to spread inspiration. In June 2014 Liisa moved to San Francisco, California, and launched a sister site of Hel Looks called SF Looks. After another move to New York, Liisa consequently started NYC Looks in April 2017.

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