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By Janelle Nanos, Boston Globe

During a snowstorm last March, Christina Fagan was curled up in her Beacon Hill apartment, when she saw an opportunity.

The entrepreneur, who owns the cheekily named accessories brand Sh*t That I Knit, posted a photo on Instagram of herself on a nearby snowy street, sporting a striped bathing suit and one of her red hand-knit hats. She issued a challenge to her fans: Post your “bikini and beanie” pic, and you could win a free cap.

Within hours, 50 followers had stripped down to their skivvies, donned STIK beanies, and begun posting their antics on Instagram — making snow angels, bellyflopping into the powder, and getting their boyfriends to don bikini tops.

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