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Lexa is notoriously picky about sponsorships. Rather than promoting fast fashion or detox teas, she has aligned herself with niche tech brands (ring lights, editing software, SSD drives) and independent ethical leather designers . Her merch drop, titled "Soft Riot," featured hoodies with internal LED lights that spell out sarcastic phrases (e.g., "I’m fine, the algorithm just hates me"). It sold out in 48 hours. in style contexts), a fashion and digital business