This self-described tomboy sure doesn't dress the part... and that is a very good thing.

If you only looked at her Instagram feed, you'd think Pia Muehlenbeck spends all of her time rocking a swimsuit by the pool, or vacationing in tropical paradises... paradisees? Guys, how do you even pluralize paradise?

Anyway -- looks can be deceiving. She's actually an entrepreneur who works very hard at building a small sportswear empire. Hard work aside, we gotta imagine having a founder that's also a drop dead gorgeous model tends to simplify the marketing of the products... especially when swimwear is one of them. Looks like we were wrong -- viral marketing isn't all bad.

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